Hye-Young Cuddy joins Engine Shop’s sports marketing division

Hye-Young Cuddy joins Engine Shop’s sports marketing division

Engine Shop, the Bruin Sports Capital-owned marketing agency, has appointed Hye-Young Cuddy as its vice president of global sports.

Based in Atlanta, USA, Cuddy will begin her new role immediately, reporting to Terrence Burns, the veteran commercial consultant and event bidding strategist whose T Burns Sports Group agency was acquired by Engine Shop last month.

Cuddy’s previous experience includes marketing roles with GMR Marketing, Visa and most recently the International Olympic Committee (IOC), where she oversaw the organisation’s relationships with IOC TOP partners including Omega and Samsung on all facets of their sponsorship, supply rights, assets and activations.

“It is tremendously exciting to join Terrence, Engine Shop, and the Bruin Sports Capital family,” said Cuddy. “This is a unique opportunity to work with the best in the industry and build something ground-breaking.

“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.”

“I’m thrilled and honoured to have Hye-Young on our team,” added Burns. “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.”