Brave Bison has acquired sports marketing business, Engage, for £10.6m.

Engage works with sports brands across the globe, including Formula 1, ICC, Real Madrid and New Zealand Rugby. It has offices in London, Dubai, India and Australia, and is expected to generate £6.9m of turnover in the year to 31 December 2024.

Under the deal, Engage will combine with Brave Bison’s existing network and channels, which already benefits from partners such as PGA Tour, Ryder Cup, US Open, US Open and Le Mans.

Brave Bison said that the combination will "create an enlarged supports and entertainment division" for the firm, partnering with channels across football, cricket, motorsports, tennis, golf, e-sports and rugby, totalling £16m in turnover.

The £10.6m deal comprises an initial enterprise value of £2.1m, equity consideration of £2m and contingent consideration of up to £6.5m over three years, subject to performance.

The news comes as Brave Bison issued a trading statement, outlining that its trading in the second half of the year has been in line with expectations, with its EBIT for the 2024 financial year set to reach £3.6m.

Executive chairman at Brave Bison, Oliver Green, said: "Engage boast an enviable client roster including Formula 1, ICC and Real Madrid, and deep expertise in sports media and digital content strategy. 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."

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