• by Richard Whitman , Columnist, January 6, 2015

It's like Martin Sorrell is on some kind of rampant Tom Cruise "Show me the money!" crusade these days. If you do a Google search for "WPP acquires," you'll be presented with page after page after page of endless acquisitions the holding company has made in recent years. Its latest acquisition -- technically an investment round -- is Bruin Sports Capital, a new sports marketing firm founded by former IMG president George Pyne.

Of the investment, Sorrell said: "WPP's investment in sports and sports content through Bruin Sports Capital is an important part of its strategy. George is a major talent in the sports business world and based on his track record, I'm confident that the clients who work with WPP's operating companies will be given access to many high-value media and sponsorship opportunities."

The acquisition adds to the agency's existing portfolio of sports marketing entities including BWR, Grey Alliance, Prism, 9ine Sports & Entertainment and Legends 10.