NEW YORK: US-based sports media investment company Bruin Sports Capital (Bruin) has reached agreement with Quadrant Private Equity (Quadrant) to become a 50% stakeholder of global sports technology, media, and marketing company, TGI Sport (TGI).
Quadrant, which acquired TGI in 2018, will retain the other half of the company. The deal, reportedly worth $100 million, will add the strategic capabilities, capital and resources of Bruin to diversify and expand TGI worldwide.
It follows a series of acquisitions over the last two years that has transformed TGI into an elite technology-led sports enterprise. TGI’s advertising and broadcast technologies are omnipresent across some of international sports’ most prestigious venues and events and have included the likes of UEFA, LaLiga, LNR, MLS, International Cricket Council, England and Wales Cricket Board, New Zealand Rugby, Concacaf and CONMEBOL.
TGI’s Parallel Ads (PADS) broadcast technology continues to revolutionize the way broadcasters and sporting bodies can segment and regionalize perimeter LED advertising, unlocking new revenue streams and providing greater engagement and value for advertisers, rights holders and sponsors. PADS is being utilized across four continents by organizations such as the MLS, NZ Rugby, Liga MX, AS Monaco FC plus many more premier sporting codes.
Complementing TGI’s tech-led solutions is an industry leading and fully integrated sports marketing services practice across Australia, New Zealand and the UK that includes talent management, merchandising, consultancy, media sales, event management, content and communications.
Founder and CEO of Bruin, George Pyne, said Quadrant and TGI’s growth, ability to scale and complementary portfolio made them the ideal partner to extend Bruin’s leadership into new and existing markets.
Jonathon Pearce, Quadrant managing partner and QMS Group chairman, said Bruin’s track record of growing global sports and entertainment businesses made them the perfect partner to maximize the potential of TGI.
The partnership will also see QMS Group CEO and founder, Barclay Nettlefold step into the new role of TGI Sport’s Global CEO to lead the new business. Over the past two years, Nettlefold has been instrumental in developing investments and partnerships across sports, media and technology that have become the nucleus of TGI.
