WPP is to invest $250m in global sports marketing firm Bruin Sports Capital, as the firm looks to bolster its sports and entertainment content offering.

Set up by former IMG Worldwide global president George Pyne, Bruin will enter a “preferred partnership arrangement” with WPP as a result of the deal.

It marks WPP’s latest investment in sports and entertainment content, including previous deals with MediaPro, VICE, CSM Sport & Entertainment and new, China-focused CMC Creative Fund. It has also tied up with ex-Brazil football star Ronaldo through his 9ineSports & Entertainment venture.

While at IMG, Pyne oversaw the $2.3bn sale of the business to William Morris Endeavor and Silver Lake in 2013. Prior to IMG, he held the role of chief operating officer at NASCAR.

WPP chief executive Sir Martin Sorrell said the investment in Bruin is an “important part of its strategy”, as there is a “growing interest” from clients to invest in content and sport.

“George is a major talent in the sports business world and based on his track record, I’m confident that the clients who work with WPP’s operating companies will be given access to many high-value media and sponsorship opportunities,” he added.

Pyne added: “Bruin will be opportunistic and nimble in pursuit of its goals. The key points of differentiation that will define Bruin Sports Capital include its unparalleled access to the best deals; long-term, flexible capital; extensive operating expertise; strategic capital in WPP and other investors; and finally, our speed of execution.”