Brave Bison to Acquire The Fifth from News UK in Strategic Media Business Expansion
Deal News | Apr 10, 2025 | Business Cloud
In a pivotal business move, Brave Bison, the digital media, marketing, and technology company, has agreed to acquire The Fifth, an influencer marketing division of News UK. The acquisition, set at up to £7.6 million, is slated to enhance Brave Bison's social media and influencer marketing capabilities through its SocialChain division. This strategic transaction will turn News UK, part of News Corp, into a significant shareholder with a top-10 position in Brave Bison. As part of the transaction, News UK will receive 40 million shares in Brave Bison and cash, while also benefitting from a profit-sharing deal based on The Fifth's performance over the next three years. The acquisition not only aims to expand Brave Bison’s market presence but also forms a strategic partnership with News UK, focusing on innovation in marketing technology. This marks Brave Bison’s third acquisition in 2025, continuing their streak of acquisitions that have successfully generated financial gains for the company.
Sectors
- Media and Entertainment
- Technology
Geography
- United Kingdom – The companies involved, Brave Bison and News UK, are prominent entities within the UK, addressing the regional focus of the acquisition.
Industry
- Media and Entertainment – The article involves companies engaged in digital media and influencer marketing, integral parts of the Media and Entertainment sector.
- Technology – Given the involvement of technology in marketing strategies, this sector is relevant due to the focus on tech-enabled services.
Financials
- 7.6m – Total consideration for the acquisition of The Fifth by Brave Bison.
- 1m – Value of the 40 million shares issued to News UK as part of the transaction, at 2.5 pence per share.
- 0.575m – Cash consideration paid to News UK as part of the acquisition.
- 6m – Capped amount of profit-sharing for News UK from The Fifth’s profits over the next three years.
- 6.2m – Revenue generated by The Fifth in the 12 months ending June 30, 2024.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Brave Bison | Acquiring Company | Company | A digital media, marketing, and technology firm acquiring The Fifth to enhance its social media and influencer marketing division. |
| The Fifth | Target Company | Company | An influencer marketing division of News UK, focusing on creator-led campaigns for major brands. |
| News UK | Selling Company | Company | Part of News Corp, selling The Fifth to Brave Bison and forming a strategic partnership in marketing technology. |
| News Corp | Parent Company of News UK | Company | A global media company, of which News UK is a part. |
| SocialChain | Division | Company | Brave Bison’s social media advertising and influencer marketing practice. |
| Jacinta Faul | CEO of SocialChain | Person | Provides leadership to Brave Bison's SocialChain division. |
| Oliver Lewis | Founder/CEO of The Fifth | Person | Heads The Fifth at News UK, playing a key role in the transition. |
| Oliver Green | Chairman of Brave Bison | Person | Announces the acquisition highlighting strategic growth. |
| Dom Carter | Executive Vice President at News UK | Person | Expresses pride in the achievements of The Fifth and support for the new partnership. |