NEW YORK: TGI Sport announced Thursday it had agreed terms to acquire Brand Brigade, an advertising technology company specializing in virtual advertising and product placement.
The deal adds another technology to TGI’s suite of ad tech capabilities and services and furthers its transformation into an international leader in media services. It positions the company at the forefront of another high-growth category, expands TGI’s U.S. presence, and deepens the leadership team.
TGI Sport is backed by Bruin Capital and Quadrant Private Equity. The deal is subject to closure and expected shortly.
Brand Brigade was founded in 2007 by Sam Chenillo and Oren Steinfeld – both pioneers and experts in virtual advertising and product placement. Brand Brigade’s tech is integrated into the multiplatform production and distribution of 4000+ sporting events annually, including a majority of NBA, NHL, and MLB games. Chenillo and Steinfeld will remain, leading “Brand Brigade powered by TGI Sport” for Jolly and working closely with the board.
“We’re building something very special at TGI, and with Brand Brigade, we are now very much at the forefront of capabilities to serve advertisers in the exploding direct-to-consumer marketplace,” said Martin Jolly, TGI Sport Global CEO. “For over a decade, Sam and the team have been ahead of the tectonic shifts in media and developed the essential technology and playbook for virtual advertising and product placement for live sports. As you would expect from true innovators – they have more game-changing technology on the near horizon, which has us very excited. We are all thrilled to start working with Sam and the team.”
The move follows TGI Sport’s recent acquisition of Interregional Sports Group, a market leader in the rights sales, content creation, and distribution of virtual media through live sporting events for clients, including Serie A, La Liga, and Formula 1. While operating independently, the businesses will collaborate on a broader expansion strategy to bring their complementary capabilities to new clients, regions, and territories. Also, it is anticipated that Brand Brigade will introduce game-changing technology for OTT and direct-to-consumer advertising later this year.
“We’ve been looking for the right partner, and TGI Sport gives us a global network and financial resources that will be difference-making for our company,” said Chenillo. “We’re also joining an organization making smart, aggressive moves, and our team will play an important role in that. We’re very excited to be part of TGI Sport and what lies ahead for all of us.”
“As we are releasing market-changing technologies, we are excited about partnering with TGI Sport and its global reach. We are looking forward to working closely with TGI’s global offices and partners and supporting the group’s global expansion,” said Steinfeld.
“It is terrific to see the momentum continue for TGI. We’re excited about this deal at Bruin because Brand Brigade’s technology is best-in-class and also what Sam and the team are doing to develop new advertising technologies. They are going to push the industry forward. It’s a great addition to the TGI Sport’s group,” said George Pyne, Founder and CEO of Bruin Capital.
