Bruin Sports Capital acquires experiential agency Engine Shop

Bruin Sports Capital founder, George Pyne (
Bruin Sports Capital founder, George Pyne (

US-based agency Bruin Sports Capital has announced its acquisition of Engine Shop, an experiential business that counts Johnson & Johnson, Nike and Mercedes-Benz among its clients.

The move will see Engine Shop’s existing management team continue to operate the business. The company is based in New York, with satellite offices in Los Angeles, Miami and Atlanta.

Bruin Sports Capital Partners led by David Abrutyn will support the agency, helping to drive its growth and expansion. Bruin is backed by WPP, the world’s largest communications services group. 

The acquisition is the latest major deal for Bruin. The company plans to continue look for high­ value, under­leveraged assets in which to invest, with the goal of cementing its position as a leading marketer in the sports, entertainment and lifestyle sectors.

Other recent investments include NFL on Location last April, which sees the company now offer experiences at marquee NFL events including the Super Bowl, Pro Bowl, Draft and International Series Games.

George Pyne, founder and chief executive of Bruin Sports Capital, said: "Engine Shop has the essential characteristics we value at Bruin Sports Capital: talent, innovation and a commitment to excellence.

"Our experience building and operating businesses and access to long term capital will help enhance Engine Shop’s ability to accelerate their growth."

Brian Gordon, chief executive of Engine Shop, added: "Engine Shop is an independent, entrepreneurial agency committed to our culture, clients and staff.

"We have always been driven to do bold things that will keep the agency ahead of the curve and by aligning with George, David and the rest of their team, we now have partners with 25 years of global agency experience and long term capital who will support our vision and mission."

More: Publisher Time Inc. acquires Invnt

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