Northridge acts for Two Circles on acquisition of Let It Fly Media

Northridge acted for the sports marketing agency, Two Circles, on its acquisition of Let It Fly Media, a US-based creative agency known for its work in sports video production and storytelling. The transaction completed in March 2024.

Gareth Balch, CEO & Co-Founder of Two Circles, said: “At Two Circles, we have established our leadership in leveraging data to elevate the value of sports, with a proven impact on driving revenue and enhancing our clients’ businesses. Collaborating with Let It Fly Media presents a multitude of opportunities to expand revenue streams around content. Our shared objective is to create more – developing powerful brands, strengthening connections with audiences, and generating more revenue for our clients.”

The transaction supplements Northridge’s market-leading experience of advising on investments in sport. In addition to this deal, Northridge has advised on the sale of Chelsea FC, Atairos’ investment in Aston Villa, Michele Kang’s acquisition of London City Lionesses, the on-going sale of Everton FC and the sale of AC Milan.

The Northridge team comprised Jon Walters, Mike Herbert, Philippa Scott and Oliver Levett. They were supported by Loeb & Loeb LLP on US law aspects of the transaction.