Engage was reported as exploring a sale in June this year. (Engage Digital Partners imagery)

UK sports marketing agency Engage Digital Partners has been bought up by Brave Bison, the UK-based digital media and social video broadcaster.

A deal with a complete value of £11 million ($14 million) has been unveiled today, through which Engage will combine with Brave Bison’s existing media network of sports and entertainment channels.

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Engage was reported as exploring a sale in June this year, and was at that point said to be working with the corporate finance division of US financial services giant KPMG on an auction. It was reported then that the agency could be worth up to £20 million.

Current Engage clients include properties such as soccer giants Real Madrid, the International Cricket Council, and New Zealand Rugby.

The combination of the two entities will “create an enlarged sports and entertainment division for Brave Bison,” which will be led by current Engage chief executive Gregg Oldfield (who founded the agency in its current form in 2012).

Casey Harwood will continue as chief business officer, meanwhile, alongside Brave Bison’s vice president of video and audience development Adam Raw, and Martin Ruffell, its head of sport.

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Another element of the tie-up will involve the new combined entity working with SocialChain, the agency acquired by Brave Bison in February 2023. This collaboration comes with the aim of assisting brands in activating “their sports sponsorships and partnerships through social media channels.”

Engage currently has offices in London, Australia, and India, while Brave Bison has a presence in the UK, the US, South Africa, Bulgaria, and Egypt.

Oldfield has now said: “We’re thrilled to be joining Brave Bison to offer unparalleled growth opportunities for our clients across the full marketing funnel.
 
“Brave Bison’s existing sports team bring impressive expertise in channel and rights management across YouTube and the wider digital ecosystem, along with a prestigious roster of clients.”

Oli Green, Brave Bison’s chair, added: “Engage boast an enviable client roster 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 maximize their IP, boost fan engagement and really drive commercial performance using a more data driven approach.”