In a significant move set to redefine the sports and entertainment marketing landscape, Brave Bison, a media, marketing, and technology company, has announced its acquisition of Engage Digital Partners for £11 million. This merger marks a strategic step towards creating an industry-leading sports and entertainment division, combining cutting-edge technology, creative strategy, and unrivalled client expertise.
A Global Player in Fan Engagement
Engage Digital Partners, established in 2012 by CEO Gregg Oldfield following a management buyout from Endemol Sport, has built a reputation as a powerhouse in fan engagement and digital content. The company offers a comprehensive suite of services, including commercial strategy, creative production, social media management, analytics, and digital asset management, powered by proprietary technology.
With a client roster featuring heavyweights such as Formula 1, ICC, Real Madrid, and New Zealand Rugby, Engage operates globally from offices in London, Australia, and India. The company’s “follow the sun” delivery model and innovative approach to audience personalisation have made it a trusted partner for leading sports federations and rights holders worldwide.
Expanding Brave Bison’s Sports and Entertainment Division
The acquisition will see Engage integrated into Brave Bison’s existing sports and entertainment media network, creating a newly enlarged division with a combined pro-forma turnover of £16 million. This new entity will service major players across football, cricket, rugby, motorsports, tennis, golf, and e-sports.
Leadership of the division will be spearheaded by Engage’s Gregg Oldfield and Chief Business Officer Casey Harwood, alongside Brave Bison’s VP of Video and Audience Development Adam Raw and Head of Sport Martin Ruffell. Regional leadership will continue under Emma Kinlon in Australia and Umang Uthappa in India.
“This combination comes at a time when rights holders and sports federations are looking to maximise their IP, boost fan engagement, and drive commercial performance using a more data-driven approach,” said Oli Green, Executive Chairman of Brave Bison.
Collaboration with SocialChain
The newly combined entity will also work closely with Brave Bison’s social-first creative and strategy agency, SocialChain. Acquired in 2023, SocialChain has already delivered impressive results with high-profile clients such as LinkedIn, Holland & Barrett, and SharkNinja.
This partnership will enable the sports division to unlock new audience engagement opportunities, combining SocialChain’s expertise in social media marketing with Engage’s strengths in fan engagement and content strategy. From trend analysis to monetisation solutions, the collaboration promises to help sports brands optimise their sponsorships and partnerships across digital platforms.
“Brave Bison’s existing sports team bring impressive expertise in channel and rights management across YouTube and the wider digital ecosystem,” said Oldfield. “When combined with SocialChain’s deep knowledge of social media strategy, we’ll offer sports clients a powerful suite of solutions to engage audiences and drive revenue.”
A Strategic Vision for Growth
Brave Bison’s acquisition of Engage Digital Partners highlights its commitment to leveraging the complexity of the digital age to deliver innovative solutions for sports federations and brands. The deal comes at a time when the sports industry is increasingly focused on data-driven strategies to enhance fan engagement and unlock commercial potential.
“This is an exciting step forward,” said Adam Raw, VP of Video and Audience Development at Brave Bison. “Our clients will benefit from unrivalled scale, increased production efficiency, and an impressive proprietary technology stack, ultimately allowing us to reach and engage more audiences and deliver exceptional growth.”
As the integration unfolds, the combined entity is poised to set new benchmarks in sports and entertainment marketing, blending creativity, technology, and strategy to create transformative fan experiences.
