Former IOC executive Cuddy joins Burns at Bruin's Engine Shop
Engine Shop, the engagement and experiential agency owned by George Pyne’s international media, sports, marketing and branded lifestyle investment company Bruin Sports Capital, has recruited Hye-Young Cuddy, the international sports marketing specialist, to work alongside Terrence Burns in its new global sports marketing division.
The division was created last month when Burns, the Olympic bid and marketing strategist best known for his work with the likes of Vancouver 2010, Sochi 2014, PyeongChang 2018, Russia’s bid to host the 2018 Fifa World Cup and LA 2028, joined Engine Shop, just weeks after announcing the launch of his own consultancy, T Burns Sports Group.
Cuddy, whose background includes marketing roles with the International Olympic Committee, GMR Marketing, and Visa, begins work with Engine Shop immediately, and will be based in Atlanta in USA, reporting to Burns.
Engine Shop said: “Most recently, Cuddy worked on Olympic brand consulting projects after three and a half years with the IOC based in Lausanne, Switzerland, where she oversaw the marketing relationships with IOC TOP Partners including Omega, Samsung, and Visa on all facets of their sponsorship, supply rights, assets, and activations. Combined, these programs ranged in the hundreds of millions of dollars and incorporated implementation in over one hundred countries around the world.
“She joined the IOC after four years at GMR Marketing, overseeing Visa’s Olympic rights activation for the London 2012 and Vancouver 2010 Games. While at GMR and before that with Visa Inc., Cuddy coordinated a myriad of various global partner activations with FIFA, NFL, golf, music, and entertainment.”
Burns said: “I’m thrilled and honored to have Hye-Young on our team. She brings a unique combination of international sponsorship experience and a deep set of meaningful relationships across the global sports spectrum to our offering. Combined with Engine Shop’s core competencies and Bruin’s reach, our Global Sports team will bring a fresh, brand-based perspective to sponsorship management and activation.”
Cuddy said: “It is tremendously exciting to join Terrence, Engine Shop, and the Bruin Sports Capital family. This is a unique opportunity to work with the best in the industry and build something groundbreaking. Today brands are activating across multiple channels, technology and mediums to communicate with global sports fans. Together with Terrence and the Engine Shop team we want to shake things up in how brands can use the Olympic and other global sports platforms for their storytelling.”
Engine Shop’s clients include the likes of Anheuser-Busch, ESPN, Greyhound, Johnson & Johnson, Mercedes-Benz, Moët Hennessy, Tiffany & Co. and Under Armour, and it has offices in Beverly Hills, Atlanta (where Burns will be based) and Miami.