LONDON: TGI Sport has acquired Sportseen, a leading rights buying and digital advertising sales firm, the company announced Monday.
The deal is the third in a recent series that establishes TGI Sport as the industry leader in experience, resources, and capabilities around the virtual, digital, and LED advertising marketplace.
TGI Sport is owned jointly by Bruin Capital and Quadrant Private Equity.
Founded in 2007 by Chris Jones and Vasco Gomes, Sportseen has been at the forefront of the emerging opportunities to integrate geotargeted, AI-informed advertising on every screen and platform. The company specializes in rights acquisition, sales, creative, and distribution of LED advertising. Its client roster includes top-tier leagues and federations including the Football Associations of England, Wales and Scotland, the Welsh and Italian Rugby Unions, Ashes Cricket, The Rugby Football League and many established and emerging brands including Visa, Continental, Just Eat, J.D. Sports, Hormann, Euronics, Sage. Jones and Gomes will remain with the company, leading “Sportseen, powered by TGI Sport” and reporting to TGI Sport Global CEO Martin Jolly.
The latest deal follows recent media agency acquisitions: Interregional Sports Group (ISG) and Brand Brigade. While operating independently, their collective and complementary capabilities form a new, best-in-class practice for TGI in virtual, perimeter, and LED media for live sports. The moves also dramatically expand TGI’s global infrastructure, thus bolstering the company’s other core businesses. Further, TGI’s leadership adds an unprecedented group of highly-respected innovators and groundbreakers. This is all part of a broader company transformation that began with Bruin Capital’s backing last year.
“The space is moving quickly, with more and more rights owners pushing further into leveraging geotargeted advertising. It’s a complex space but with vast potential. With our capital, human and technological resources, we can scale quickly to match this growing interest as truly the best end-to-end partner for rights holders worldwide,” continued Jolly.
