Photo Credit: Salem Sports Events 

NEW YORK/ATLANTA (May 15) – Today, Bruin Capital Takes Majority Interest in Proof of the Pudding – The Award-Winning Hospitality and Food Service Group Bruin Capital (Bruin) announced it has taken a majority interest in the award-winning Catering, Food Service & Event company Proof of the Pudding (Proof).

The new alliance is built on a common vision that premium hospitality experiences have high growth potential across many sectors and are intrinsic to the exploding consumer interest in memorable experiences vs. monetary goods. Proof has more than four decades of culinary excellence, event management, and operational expertise that will be highly sought after by venues, brands, federations, and rights holders looking to use premium entertainment experiences as a growth business.

Headquartered in Atlanta, Proof specializes in venue and food service management, catering, hospitality, and event production. Its global workforce of 1700+ works with over one hundred offsite locations and venues, overseeing over 20,000 events and experiences for hundreds of thousands of loyal customers annually. The work has earned countless awards and industry recognitions for culinary, operational, and creative excellence. Adam Noyes, Proof CEO, and the key leadership team will continue running the business and maintaining a meaningful ownership position.

Proof’s clients include large-scale professional golf tournaments, including the Players Championship & Tour Championship as well as professional auto racing tracks such as Road Atlanta, eight major colleges football stadiums & athletic departments such as the University of Georgia, Duke, and Auburn University, the world’s largest international boat and yachting shows, convention centers, airport operations, and premier catering venues such as Zoo Atlanta and the Carter Presidential Library.

“This is an incredibly meaningful opportunity for Proof, and I am thrilled to partner with Bruin Capital,” said Noyes. “The team understands our business model, and with Bruin’s global reach, relationships, and track record, we’re set up to capitalize on a massive opportunity.”

“When you think about it, running premium catering and experiences for venues and organizations essentially means you’re in charge of the brand and customer experience. Proof has the trust of iconic venues and institutions to serve as their brand steward and deliver the highest standards of excellence. It’s an extremely well-run organization under Adam’s leadership, and we’re excited to help the company realize its immense potential. We think Proof will lead the movement to give consumers valuable, memory-filled experiences,” said Bruin Capital Founder and CEO George Pyne.

Proof joins Bruin’s global portfolio that includes: Two Circles, a best-in-class consumer data, and fan analytics agency; OddsChecker, the UKs leading betting affiliate and gaming company; TGI Sport, a global sports media technology and rights company; Full Swing, the sports training and technology company; Soulsight, a top CPG brand strategy and design company; and Engine Shop, a sports and entertainment experiential marketing company. Collectively they operate across five continents, and their work has won hundreds of awards and influences the sports experience for billions of consumers.

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by Dina Biondo in Media, Press