Bruin Capital Unveils New Brand Identity

Bruin Sports Capital has announced a rebrand, changing its name to Bruin Capital and unveiling a new visual identity.

The rebrand drops the sports from the investment company’s name, in a bid to display its wider interests outside of the world of sport, which now comprises almost 20% of its investments.

Bruin Capital now holds investments across the entertainment, commercial real estate, marketing, technology, aeronautics, media, and finance sectors as well as sport, where it owns the likes of digital media and technology provider Deltatre and Two Circles – winner of Agency of the Year at the Sport Industry Awards 2020. 

“Driven by innovation, sports are having a profound economic influence over many adjacent industries,” said the company in a statement. 

“Leagues and Federations operate as content companies. Increasingly, athletes are taking control of their personal brands to leverage their IP. For virtually every publicly-traded media company, live sports is the heartbeat of broadcast TV and the lynchpin of D2C growth efforts. Games sustain local economies.

“This is a modern renaissance with sports igniting globalization, groundbreaking tech, data-driven commercialization, and bold new approaches to science-based wellness, and athletic performance for generations.

“As the influence of sports on global economics continues to grow, and with greater interest in Bruin to connect these disparate industries and build a new generation of high-performing enterprises, it is a natural moment for us to evolve as well.”