Startups & VCs

Bruin Sports Capital acquires branding agency Soulsight

Purchase marks Bruin’s fourth marketing-related acquisition in 12 months.

by Nick Friend

Bruin Sports Capital acquires branding agency Soulsight

Bruin Sports Capital, whose client base includes the National Football League (NFL), the Premier League, Uefa and Fifa, has acquired Soulsight, a branding, design and creative agency.

The purchase of the Chicago-based firm adds to Bruin’s portfolio of innovative enterprises with a focus on the consumer-driven global sporting economy.

Soulsight specialises in holistic brand strategy and management, and has previously partnered with global brands including Hershey’s, Pepsico and Campbell’s.

Despite the acquisition, Soulsight will continue to operate as an independent entity within the Bruin group. The purchase of the company is Bruin’s fourth marketing-related acquisition in the last year.

George Pyne, chief executive of Bruin Sports Capital, said of the deal: “We are pleased to announce the acquisition of Soulsight. The agency offers a unique proposition of difference-making capabilities that manufactures genuine growth and value creation.

“It is exactly the type of company the sports and entertainment industries will be excited about: original, creative and results-driven. We will work closely with Soulsight’s leadership team and bring the full capacity of our resources to propel their business plan and build on their momentum.”

In a joint statement, Soulsight partners George Argyros, Adam Ferguson and Jim Pietruszynski added: ‘This is an exciting and profound chapter for Soulsight. Our aim has always been to create breakthrough work that becomes a platform for business growth. Given Bruin’s deep resources and peerless reputation as a catalyst of business transformation, this partnership will supercharge our goals.’