Brave Bison, a digital media, marketing and technology company, has announced that it has entered into a binding agreement to acquire the entire issued share capital of The Fifth Limited, which comprises the trade and assets of The Fifth Group from News UK & Ireland Limited, for a total consideration of up to £7.6 million.
The Acquisition will result in News UK, part of the global media company News Corp, becoming a Top 10 shareholder in Brave Bison, and see Brave Bison and News UK enter into a strategic partnership on marketing and technology.
The Fifth is the influencer marketing division of News UK. The Fifth was founded in 2019 and delivers influencer marketing, social strategy and end-to-end creator-led campaigns for brands including YouTube, Disney+, UKTV, FOX Entertainment, Tommee Tippee, The Times, TSB & SamsungTV.
On completion of the acquisition, News UK will be issued with 40 million new Brave Bison ordinary shares, worth £1 million at an issue price of 2.5 pence per ordinary share, and will receive cash consideration of £0.575 million. News UK will also receive 25% of profits generated by The Fifth over the next three years, capped at £6 million.
Brave Bison says it intends to combine The Fifth with SocialChain, Brave Bison’s social media advertising and influencer marketing practice, enabling the enlarged business to invest further into the capability and continue building out strategy and technology.
Brave Bison and News UK will enter into strategic partnership, and News UK will continue to work with The Fifth, as part of SocialChain, as influencer marketing partner.
The Fifth generated £6.2 million of revenue (inclusive of influencer passthrough costs) in the 12 months ending 30 June 2024 (unaudited) and the acquisition is expected to generate positive contribution for Brave Bison in the current financial year. Brave Bison says all of the seven acquisitions made since 2020 have generated positive contribution within 12 months of completion.
The Fifth is considered one of the market leaders in the influencer marketing and creator economy. The Fifth was named Influencer Marketing Agency of the Year at the bCreator awards and Best Team at the Global Influencer Marketing Awards. Further, The Fifth CEO Oliver Lewis is co-chair of the Influencer Marketing Trade Body, the industry group that sets codes of conduct and professional standards, providing clients comfort in this continuously evolving area of the social media advertising market.
Oliver Green, chairman of Brave Bison, commented: “We are delighted to announce this acquisition and to welcome News UK, part of the global media company News Corp, as a significant shareholder in Brave Bison. News UK has a culture of innovation, and we’re honoured to have been chosen as custodians of The Fifth in driving the business forward. This marks our third acquisition of 2025, and is announced alongside our annual results which show a fourth successive year of growth in net revenue, adjusted EBITDA, adjusted EPS and net cash.”
Dom Carter, executive vice president, News UK commented: “I am extremely proud of what Oliver Lewis and the team have created with The Fifth over the last six years. Brave Bison is the perfect partner to unlock and fast track The Fifth’s future potential in the influencer market. I’m also excited that News UK will remain a key client of The Fifth, and stand to benefit from Brave Bison’s future growth as a strategic investor.”
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