The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing NFL Digital

Sam Jones appointed as CEO of joint venture between Bruin Sports Capital and WPP, OverTier


By Andy Black | Editorial Account Executive

September 14, 2017 | 2 min read

Sam Jones has been named chief executive officer of OverTier, the joint venture between Bruin Sports Capital and WPP that runs the NFL’s OTT business throughout Europe, it was announced today.

Jones is a renowned executive who has built and successfully exited leading-edge, direct to consumer growth enterprises for world renowned enterprises such as Bauer Media Group, Perform Group, Warner Music and Silicon Valley-based Kyte, among others.

George Pyne, CEO of Bruin Sports Capital commented on the appointment: “Sam is a visionary with an outstanding track record of shaping businesses to capitalize on consumer demand across all digital channels to become long-term growth enterprises,” said Pyne. “His acute perspective on the nexus of the shifting tides of digital consumption and entertainment will be a driving force in taking the NFL Game Pass to completely new horizons. We are proud to have him on the team.”

“Bruin and WPP have built an organisation that will lead the change in how we watch live sports, informing the future of TV over the next five years,” said Jones. “The NFL is an iconic and data driven sport which is perfectly placed to lead all others in the OTT experience for its fans. I’m proud to lead OverTier and the team into a hugely exiting and high growth future.”

The Bruin, WPP venture was formed earlier this year as part of a strategic, long-term agreement with the NFL to lead the expansion of NFL Game Pass throughout Europe, a key driver for the league’s International growth strategy. Jones and the leadership team, along with the NFL, Deltatre, the world’s leading sports media and technology company, have completely reimagined a new NFL Game Pass which is debuting this week.

Marketing NFL Digital

Content created with:

The Playbook

We are the influence agency for brands in sport, health and technology.  

We build campaigns that have a real impact on how people think and behave, using a combination of creative PR campaigns, social influencers and strategic communications.

Creative PR

We create stories, content and experiences that generate valuable earned media, harnessing the power of third party endorsement to influence brand perceptions.

Social Influencers

We identify the right social influencers and find authentic ways to get them engaging with brands, creating and sharing content that gets people talking.

Strategic Communications

We work with clients on communications strategy and stakeholder engagement, finding the right way to get their message across and influence the people who matter most.


About Us

Born in 2016, we specialise in sport, health and technology, working with brands, sponsors and rights-holders.

We combine the flexibility and hunger of a young agency with the scale and support that comes with being part of the Hanover Group, an international consultancy with offices in London, Brussels, Dublin and Dubai.

The Playbook.

Smart thinking that moves people.

Find out more

More from Marketing

View all


Industry insights

View all
Add your own content +