International legal practice Osborne Clarke has advised the sellers of trailblazing digital sports content agency, LiveWire Sport, on its acquisition by leading sports marketing and data technology business, Two Circles. 

The acquisition of LiveWire Sport – the agency delivering award-winning content for the Premier League, Wimbledon, World Rugby and the ECB – will accelerate sport’s transition to a direct-to-consumer, commercial model.

LiveWire will become the content vertical of Two Circles – led by LiveWire co-founders Andy McKenzie, Caroline Cheese, Dan Warren, Jonathan Stevenson and Pranav Soneji – taking Two Circles’ headcount across five international offices to 450.

LiveWire maximizes the impact of sports content through consultancy, multi-format content production and channel management. Industry-leading work to date includes launching the Premier League’s social media channels to support the growth of its global fanbase; leading the social content strategy for The Hundred; and delivering the Sport Industry Campaign of the Year for the 2.6 Challenge, helping raise over £11m for UK charities during the first Covid lockdown of 2020.

LiveWire also has a 10-year relationship with the Paralympic Games, from Channel 4’s BAFTA-winning coverage of London 2012 through to Beijing 2022, which includes producing the multi-award winning podcast A Winning Mindset, a platform for Paralympic athletes to drive a cultural shift in how disability is perceived.

The Osborne Clarke team was led by Partner Ken Wilkinson, with support from Senior Associate Rav Sagar, Associate Sarvie Banisi and Trainee Solicitor Adam Nash (amongst others). 

Andy McKenzie, LiveWire co-founder commented: "A huge thanks to Osborne Clarke for helping us throughout the transaction. They were always a pleasure to deal with - a great team of people in Ken, Rav, Sarvie and Adam who were always on hand to offer advice. Clearly experts at what they do but also very genuine people that collaborated brilliantly alongside our other advisors to navigate us through the process."

Osborne Clarke advises some of the best and brightest businesses across the marketing services sector. It is widely recognised for its corporate expertise in this dynamic market, and its track record advising on M&A deals across Europe and at every stage of company development across all corporate issues. The team is also a go-to practice for many companies in the tech, media & comms sector, working with global businesses to fast-growth start-ups and market challengers.

Evolving and disruptive technologies are changing how businesses operate, compete and evolve, creating extraordinary, transformative opportunities. Osborne Clarke is at the forefront of advising on ground-breaking transformations. Visit our Digitalisation pages to find out more.

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