Brave Bison reports profit rise as System1 takeover hangs in balance

Brave Bison Group PLC on Wednesday reported higher first half profit and revenue, following continued growth across its platform-based businesses and resilient trading in its Sport & Entertainment division.

The London-based advertising and communications agency said that for the half year ended June 30, pretax profit rose to £2.1 million from £100,000 a year earlier. Revenue more than doubled to £36.3 million from £17.8 million.

Net revenue nearly doubled to £23.9 million from £12.0 million, while adjusted pretax profit more than doubled to £4.1 million from £1.9 million. Brave Bison said both were ahead of its July trading update.

Brave Bison said net revenue growth was driven by acquisitions, strong trading in its Sport & Entertainment division and double-digit organic growth at MiniMBA.

In May, Brave Bison announced a record multi-year agreement between MiniMBA and Omnicom. The company said it had substantially improved the marketing, sales and product development capabilities of the marketing training business since acquiring it in August 2025.

Brave Bison also highlighted its 28% shareholding in System1 Group PLC, acquired in March, as supporting the strategic and financial rationale for its proposed combination with the company.

Brave Bison did not declare an interim dividend.

Looking forward, the company said trading remains in line with expectations and is weighted towards the second half of the year.

Executive Chair Oliver Green said: “This has been another period of momentum for Brave Bison, with net revenue nearly doubling and Adjusted PBT up 120%, both ahead of our July trading update. Our platform-based solutions, including MiniMBA, continued to deliver strong organic growth, alongside a resilient performance from our Sport & Entertainment division.

“The record multi-year agreement between MiniMBA and Omnicom announced in May 2026 underlines the strength of our offering to the world’s largest advertisers, and as separately announced we have progressed to a firm offer by the company for System1 Group PLC.”

“We believe is in the best interests of all Brave Bison and System1 shareholders,” Green added.

Shares in Brave Bison were up 3.8% at 83.00 pence on Wednesday morning in London.

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