Listed firm Brave Bison has agreed to acquire The Fifth from News UK for a total consideration of up to £7.6m and combine it with SocialChain.
The digital media, marketing and technology company says the deal will result in News UK, part of global media company News Corp, becoming a top 10 shareholder in Brave Bison.
It will see Brave Bison and News UK enter into a strategic partnership on marketing and technology.
The Fifth is the influencer marketing division of News UK. Founded in 2019, it delivers influencer marketing, social strategy and end-to-end creator-led campaigns for brands including YouTube, Disney+, UKTV, FOX Entertainment, Tommee Tippee, The Times, TSB & SamsungTV.
SocialChain, now led by CEO Jacinta Faul, is Brave Bison’s social media advertising and influencer marketing practice. Founded by Steven Bartlett and Dom McGregor in 2014, SocialChain was acquired by Brave Bison from Lumaland for £17m in 2023.
“The Fifth bring deep expertise, an enviable client roster and serious strategic nous to bolster SocialChain’s influencer ambitions at a pivotal point in our growth,” said Faul (pictured, main image, with The Fifth CEO and founder Oliver Lewis). “I can’t wait to work with Olly and his talented team to lead the industry into a new era of innovation in social and influencer marketing.”
Lewis added: “Joining forces with Brave Bison and SocialChain gives The Fifth the perfect environment and partner to scale without losing sight of our mission: putting creators and culture at the centre of marketing.
“Together, we’re primed to build a more connected, tech-enabled service for our clients and a future-facing model for social and influencer marketing. It’s been an incredible six years building a market-leading team and reputation, and I couldn’t be more excited for the next chapter.”
On completion of the acquisition, News UK will be issued with 40m new Brave Bison ordinary shares, worth £1m at an issue price of 2.5 pence per ordinary share, and will receive cash consideration of £0.575m.
News UK will also receive 25% of profits generated by The Fifth over the next three years, capped at £6m.
The Fifth generated £6.2m of revenue in the 12 months ending 30th June 2024 and the acquisition is expected to generate positive contribution for Brave Bison in the current financial year.
All of the seven acquisitions made by Brave Bison since 2020 have generated positive contribution within 12 months of completion, it says.
“We are delighted to announce this acquisition and to welcome News UK, part of the global media company News Corp, as a significant shareholder in Brave Bison,” said Oliver Green, chairman of Brave Bison.
“News UK has a culture of innovation, and we’re honoured to have been chosen as custodians of The Fifth in driving the business forward. This marks our third acquisition of 2025, and is announced alongside our annual results which show a fourth successive year of growth in net revenue, adjusted EBITDA, adjusted EPS and net cash.”
Dom Carter, executive vice president at News UK, commented: “I am extremely proud of what Oliver Lewis and the team have created with The Fifth over the last six years. Brave Bison is the perfect partner to unlock and fast track The Fifth’s future potential in the influencer market.
“I’m also excited that News UK will remain a key client of The Fifth, and stand to benefit from Brave Bison’s future growth as a strategic investor.”