Bruin Sports Capital LLC will acquire London-based data analytics, technology and sports marketing agency Two Circles Ltd. from advertising company WPP PLC.
The deal, the terms of which were not revealed, is subject to regulatory clearance. WPP will retain a minority stake in Two Circles, which will give the agency continued access to the former's client network.
Two Circles is Bruin Sports Capital's marketing partner for its OverTier venture, which operates the National Football League Inc.'s subscription streaming service NFL Game Pass.
Earlier reports said the sports and entertainment-focused private equity firm is considering a sale of streaming-service provider Deltatre Ltd.
Bruin Sports Capital is led by former NASCAR and IMG executive George Pyne as its founder and CEO.