From Adweek · Mark Stenberg · · 1m 10s
Shamrock Takes Majority Stake In Saylor
Shamrock Capital acquires majority stake in social agency Saylor, merging it with gaming firm Mutiny.
In brief
Shamrock Capital acquires majority stake in social agency Saylor, merging it with gaming firm Mutiny. Shamrock Capital now owns majority stake in Saylor, merging it with gaming agency Mutiny to create integrated creative company for brands seeking real fans. Originally reported by Adweek.
Shamrock Invests In Saylor
Shamrock Capital made an eight-figure investment in the social-first agency Saylor, giving Shamrock a majority ownership stake in the five-year-old company.
Saylor Merges With Mutiny
Once the deal closes, Saylor will merge with Mutiny, a gaming-focused creative agency already in the Shamrock portfolio.
Trowbridge On Brand Fandom
Brand fandom has become a need-state, not a nice-to-have, said Saylor founder Will Trowbridge.
“Brand fandom has become a need-state, not a nice-to-have”
New Leadership Structure
Trowbridge will lead the combined company, with Mutiny becoming Saylor's dedicated gaming division and Mutiny CEO Geordie Larratt-Smith as chief commercial officer.
Saylor's Growth Strategy
Saylor grew quickly without institutional capital, with revenue rising 75% from 2024 to 2025 and clients including Netflix, Disney, Paramount+, Hilton, CarMax, and Tubi.
Gaming Division Benefits
For Mutiny, access to Fleet's creator network is a major draw as creators become a priority for nearly every gaming property.
What to remember
Shamrock Capital now owns majority stake in Saylor, merging it with gaming agency Mutiny to create integrated creative company for brands seeking real fans.
