Pyne's Bruin Sports Capital Acquires Engine Shop Marketing Firm

  • Bruin Sports previously acquired NFL hospitality business
  • Pyne says Bruin Sports is seeking more high-value assets

Bruin Sports Capital, the sports, media and marketing company founded by former IMG executive George Pyne, has acquired marketing agency Engine Shop, which put on more than 1,000 live events for clients in the past year.

Led by Chief Executive Officer Brian Gordon, Engine Shop will continue to operate the experiential marketing business known for digital and content creation. The company’s clients include Mercedes-Benz, Johnson & Johnson, Anheuser-Busch, Motorola and Tiffany & Co.

Neither Bruin nor Engine Shop would disclose financial terms.

“They’re a very talented group of people,” Pyne said of Engine Shop, which has helped its clients secure athletes appearances, musical performances and celebrities for Super Bowl events, including ESPN, whose party is among the marquee events of the week leading to the NFL’s title game.

It’s the latest addition for Bruin Sports, which began operations earlier this year with $250 million in funding from a group of investors led by Martin Sorell’s WPP Plc, one of the world’s biggest advertising companies. Together with RedBird Capital Partners, Bruin Sports acquired a long-term license to run NFL On Location, the official event and hospitality business of America’s most-watched sport. The NFL’s investment arm, 32 Equity, invested an undisclosed amount.

Pyne, a former Nascar executive, played football at Brown University, which used to be nicknamed the Bruins.

(Corrects to remove mention of DirecTV, which isn't an Engine Shop client.)
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