Bruin Sports Capital Receives $600 Million Investment By CVC Capital and The Jordan Company

Bruin Sports Capital (Bruin) will expand their business investments thanks to partnerships with CVC Capital Partners (CVC) and The Jordan Company (TJC) valued onto the billions. Bruin is privately held and will use an initial investment of $600 million by the private equity firms to increase global investing, operations and holding initiatives of sports and entertainment businesses including sports technology companies. Bruin will have additional access to more capital as required and will leverage each partner’s worldwide network of resources tied to the CVC Fund VII and Resolute Fund IV managed by TJC. This compelling sports tech news broke out of London and New York City earlier today and was shared with the Sports Techie community blog by Bruin. The sportsbiz future looks bright for the powerhouse investment combo of Bruin, CVC and TJC.

Bruin Sports Capital Announces Strategic Partnership with CVC Capital Partners and The Jordan Company

Bruin’s Foundation

George Pyne, founder and CEO of Bruin ( started the company in 2015 to invest, acquire and shape companies in the sport and entertainment space. In many ways, Bruin acts as an accelerator only on a larger scale as they support founders, CEOs and management teams towards achieving business plan goals with additional capital, introductions and resources from their accomplished senior leadership group.

Bruin partners now include CVC Capital Partners, The Jordan Company, Rock Ventures, NNS Chaired by Nassef Sawiris, and several others for a combined investment of nearly $1 billion. Bruin’s portfolio of best-in-class tech, live events, marketing, and brand strategy companies includes 1700 people operating out of 37 offices worldwide.

“We are extremely proud to have the partnership and support of CVC Capital Partners and The Jordan Company, not only for what it says about our progress but also what it means for our businesses and future opportunities,” said George Pyne, Founder and CEO of Bruin Sports Capital“To be able to say to a partner that on top of our track record and user-friendly model, we can tap into all the capital and global resources necessary to accelerate their business is quite powerful. As we enter this next chapter for Bruin, and with our partners, we will be even more bold and aggressive in building the platforms that lead the sports and entertainment industry forward.”

This newest partnership allows Bruin and their constituency access to further capital and impactful resources from CVC, a leading global private equity firm with 24 offices around the globe and TJC, a US middle-market private equity firm with 37 years of experience managing funds invested in a wide range of industries.


TJC was founded in 1982 as a middle-market private equity firm, They have managed funds with original capital commitments in excess of $11 billion since 1987 and a 37-year track record of investing in and contributing to the growth of many businesses across a wide range of industries including Industrials, Transportation & Logistics, Healthcare & Consumer, and Telecom, Technology & Utility. The senior investment team has been investing together for over 20 years and it is supported by the Operations Management Group, which was established in 1988 to initiate and support operational improvements in portfolio companies. Headquartered in New York, TJC also has an office in Chicago.

“We are excited to partner with George, an extremely talented leader with an exceptional track record of business transformation, that continues with Bruin Sports Capital,” said Rich Caputo, Chief Executive Partner of The Jordan Company. “In a sector undergoing fundamental shifts to the way it does business, he and the team have demonstrated a unique ability to uncover potential and turn it into significant value.  We are going to provide the full gamut of our resources to Bruin and the partnership, and we look forward to great things ahead.”


CVC has an extensive track record in the sports and entertainment sector, including current and prior investments by CVC Funds in Premiership Rugby, Formula One, MotoGP, Merlin Entertainments, Stage Entertainment and Sky Betting & Gaming, among others. They were founded in 1981. CVC currently has 24 offices and over 500 employees throughout Europe, Asia responsible for secured commitments of over $129 billion from several of the world’s leading institutional investors across its private equity and credit strategies.

“George and his team have built an impressive franchise, and we are delighted to be partnering with them to invest in and develop high-growth, high-performing global sports and entertainment companies,” said Chris Stadler, Managing Partner at CVC Capital Partners. “Our extensive European network and deep experience in sports, media, and entertainment ideally complement Bruin’s impressive existing platform.” 

Current and Future Strategies

Bruin companies operate across five continents and engage billions of consumers. They include Deltatre, the industry leader in media technology products and services, On Location Experiences, a joint venture with the NFL to deliver premium sports and entertainment experiences and services to more than 1,000 events per year, Engine Shop, a leading sports and entertainment marketing agency that produces thousands of brand experiences annually, Soulsight, an award-winning brand strategy and design agency that leads product innovation for dozens of Fortune 100 brands and OverTier, which operates direct-to-consumer premium streaming services worldwide.

Sports Techie, Pyne has a 25-year strong history of creating billions in shareholder value in sports, entertainment, commercial real estate, live events, and academia. He designed Bruin to support investors and entrepreneurs with a unique value proposition of capital, vision, capability, and track record.

The sports tech industry continues to grow at internet speed as Bruin truly understands. Now they can continue capitalizing on the space with the deep support of CVC and TJC.

What portfolio investments are next for Bruin? More eSports, OTT and wearables come to mind.

See you later sportstechie in Seattle, Atlanta and around the world!

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Tags: Sports Techie, sports technology, sports tech