• by Steve McClellan  @mp_mcclellan, November 10, 2015

Bruin Sports Capital, the WPP-backed sports marketing venture launched earlier this year, has acquired experiential marketing agency Engine Shop. Terms weren’t disclosed.

In addition to sports, the New York-based agency creates marketing programs across entertainment, fashion and lifestyle sectors.

The agency's clients include Anheuser-Busch, Dream Hotel, ESPN, Inc. Magazine, Johnson & Johnson, Mercedes-Benz, Moet Hennessy, Motorola, Nike, and Tiffany & Co., among others.  In addition to its New York headquarters, Engine Shop has offices in Beverly Hills, Atlanta and Miami Beach.

"Engine Shop has the essential characteristics we value at Bruin Sports Capital:  talent, innovation, and a commitment to excellence," said George Pyne, Founder and CEO of Bruin Sports Capital.  "Our experience building and operating businesses and access to long term capital will help enhance Engine Shop's ability to accelerate their growth." 

Engine Shop management, led by CEO Brian Gordon, will continue to operate the business.

Bruin Sports was launched back in January by Pyne, former president of IMG Worldwide’s global sports and entertainment business, with $250 million in financing from a syndicate led by WPP.

In April Bruin Sports made an investment in NFL On Location, which launched Bruin's presence into the global sports and entertainment hospitality industry.