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Sam Jones named chief executive of OverTier

Jones will lead Bruin and WPP joint venture to grow NFL Game Pass in Europe.

6 September 2017 Sam Carp

Sam Jones has been appointed as the chief executive of OverTier, the joint venture between global sports marketing giant Bruin Sports Capital and advertising company WPP which runs the National Football League’s (NFL) Game Pass OTT service throughout Europe.

In his new role, Jones will report to George Pyne, chief executive of Bruin Sports Capital, and will also act as an advisor to the company on its digital business ventures. 

Most recently, Jones served as group managing director of Bauer Media Group, and he also has experience building direct-to-consumer growth enterprises with Perform Group, Warner Music and Silicon Valley-based Kyte.

The joint venture between Bruin and WPP was formed in June this year, as part of a long-term strategic agreement with the NFL to drive the expansion of Game Pass throughout Europe.

Commenting on his new role, Jones said: “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. 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.”

George Pyne added: “Sam is a visionary with an outstanding track record of shaping businesses to capitalise on consumer demand across all digital channels to become long-term growth enterprises. 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.”

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