Media, marketing and tech company Brave Bison has acquired global sports marketing business Engage Digital Partners in a deal worth £11m. The move seeks to cement Brave Bison’s position in the sports and entertainment sector.

Engage Digital Partners was established in 2012 following a management buyout from Endemol Sport and specialises in fan engagement campaigns. Using proprietary analytics and digital asset tech, Engage has built an impressive client roster that includes Formula 1, ICC, Real Madrid, and New Zealand Rugby. It has offices in London, Australia and India and employs more than 130 staff worldwide. 

The acquisition will lead to the creation of an enlarged sports and entertainment division for Brave Bison, with a combined turnover of £16m. The new division will be led by a team of experienced executives, including Engage’s existing CEO, Gregg Oldfield, and chief business officer, Casey Harwood.

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The newly combined entity will also collaborate closely with SocialChain, Brave Bison’s social-first creative and strategy agency, which it bought in 2023 and which boasts clients such as Holland & Barrett, SharkNinja, LinkedIn, and Greene King. 

“Engage boasts an enviable client roster and deep expertise in sports media and digital content strategy,” said Oli Green, executive chairman of Brave Bison. “This combination comes at a time when rights holders and sports federations are looking to maximise their IP, boost fan engagement and really drive commercial performance using a more data-driven approach.”