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11/2020

TRM PARTNERS acquired by TWO CIRCLES

UNITED KINGDOM Professional Services / Marketing & Events EV 20M - 50M USD

Context

The acquisition of TRM Partners by Two Circles represents a strategic consolidation designed to merge predictive fan data analytics with institutional sponsorship sales execution, responding to corporate marketing procurement shifts that demand auditable, data-backed returns on advertising spend over traditional broadcast impressions. Under its prior independent ownership cycle, TRM Partners validated its commercial framework by securing significant multi-year partnerships with global consumer brands and automotive sponsors, establishing a high-yielding sales pipeline that sustained momentum through macroeconomic disruptions. The post-acquisition roadmap focuses on replacing subjective sponsorship valuations with empirical first-party data profiles to unlock untapped inventory pricing power and expand the addressable sponsor market toward business-to-business technology verticals. Operational continuity is secured through the retention of TRM's executive leadership to head a newly formed rights-management division, while the broader growth agenda involves cross-leveraging Bruin Sports Capital's institutional network to scale the integrated data-and-sales offering across North American and European sports ecosystems.

TRM PARTNERS, which reported an EBITDA margin of LOGIN in 2020, is valued in this transaction at an EV/EBITDA multiple of LOGIN, a level to compare with the average currently observed in the Business Services sector (11.0x).

Note that this data is based on contribution from our growing community, composed of M&A and Private Equity professionals, and has been verified by our team to ensure its accuracy.

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Target

TRM Partners (incorporated as HTH Associates Ltd.) operates as a specialized sports sponsorship sales and rights-management agency that structures and executes commercial partnership contracts on behalf of sports leagues, professional teams, and international rights-holders. Headquartered in London, the company focuses on major European sports properties including men's and women's professional soccer, international cricket, rugby, and the Formula E electric racing championship. The operational framework relies on embedding dedicated, cross-functional teams of sales executives, market research analysts, data specialists, and graphic designers directly within the client organizations to manage the end-to-end commercialization cycle from initial corporate outreach to final contract execution. Commercial targeting deliberately focuses on non-traditional sponsorship verticals such as artificial intelligence, cyber-security, industrial plastics, robotics, and battery technology, diversifying the client revenue base away from mature fast-moving consumer goods segments.

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Historical Financials (USD)

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REFERENCES

Valuation range: EV 20M - 50M USD

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Authors: verified mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).

Acquirer: two circles