Terrence Burns will become an executive vice-president of Engine Shop following the acquisition ©Terrence Burns

Engine Shop have confirmed the acquisition of the T Burns Sports Group, which was founded by Olympic bidding executive Terrence Burns.

Burns confirmed in January that he was establishing his own personal consulting company, after leaving Teneo Sports and his role at Los Angeles 2028.

The American worked as chief marketing director for the Los Angeles bid in 2016 and 2017 at the same time as working for Teneo.

The entire Olympic department at Teneo, including its Atlanta office, is no longer operating.

Burns has also been involved in successful Olympic bids by Vancouver for 2010, Sochi for 2014 and Pyeongchang for 2018.

Burns had more mixed success while employed for Teneo as he supported unsuccessful bids in Madrid for 2020 and Almaty for 2022.

Engine Shop, the marketing agency owned by Bruin Sports Capital, have confirmed their acquisition of Burns' company.

They claim the decision will benefit the organisation due to Burns being a globally-recognised expert on international sports marketing rights and best practices, and the architect of a combined eight winning Olympic and World Cup campaigns.

Burns will move to the position of executive vice-president of Global Sports for Engine Shop, with his consultancy now incorporated into the company.

This, it is hoped, will help them achieve best-in-class services and expertise that will support marketers, rights holders and governing bodies worldwide.

"Terrence is known as the foremost authority on international sports rights and the interests of governing bodies, leagues and federations but he's also a compelling marketer and storyteller," said Brian Gordon, Engine Shop chief executive.

"His new role leading global sports consulting will stretch him beyond this, integrating Engine Shop's core competencies with his global expertise to service the needs of brands as well as his traditional client base."

Terrence Burns had worked as chief marketing director for the Los Angeles Olympic bid ©Getty Images
Terrence Burns had worked as chief marketing director for the Los Angeles Olympic bid ©Getty Images

Burns will report to Gordon in his new role, along with Gord Lang, who has been appointed as chief growth officer for the company.

He joins Engine Shop after 17 years at Octagon, where he served in a leading strategic and operational role in the agency's growth and worked closely with its parent IPG.

Engine Shop stated that this is their second acquisition in the last three months, after they closed a deal with The Gamer Agency, an esports strategy, event production and development company.

The deals, it is claimed, will help them to meet growing consumer demand and shifting marketing investment.

"The Engine Shop team is the most forward-thinking group in our business today, hands down," said Burns.

"I wanted to be a part of it.

"Together with Bruin Sports Capital, we can inject a much-needed fresh perspective into the Olympic sponsorship space and the entire global sports landscape.

"Creating new opportunities for marketers and rights holders can reach young sports fans - which is crucial to their success."

Burns began his Olympic marketing career in 1993, as managing director of Olympic Programmes for Delta Air Lines, the official airline of Atlanta 1996.

He then served as the senior vice-president of marketing for Meridian Management SA, the exclusive sponsorship and marketing agency of the International Olympic Committee (IOC).

There he helped to manage the IOC's TOP sponsorship scheme, before leaving in 2001 to begin working as an independent Olympic marketing consultant, a job which saw him play a role as golf returned to the Olympic programme.

He also helped save wrestling's place.

Engine Shop have their headquarters in New York, with the company currently working for brands such as ESPN and Under Armour.