This week, sports agency Two Circles bought Livewire Sport, a content production company that works for clients including the Premier League, Wimbledon, World Rugby, ECB and the International Paralympic Committee. This follows on from last year’s buyout of TRM Partners, the commercial sales agency.

So Sean and I went to Two Circles headquarters in London to find out why and to ask what it says about the way the sports business is evolving. 

Our guests are Two Circles founder Gareth Balch and Pranav Soneji, one of the founders of Livewire and the conversation was an opportunity to ask about the future direction of sports governing bodies, federations and tournament rights holders and about the battle lines of the next ten years, between two conflicting ideologies.

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