Backed by Bruin Capital and Quadrant Private Equity, TGI Sport strengthens its global media rights and sales business with the acquisition of Sportseen

MELBOURNEAustralia and LONDON, September 27, 2022 /PRNewswire/ — TGI Sport today announced the acquisition of Sportseen, a leading digital advertising rights buyout and sales company. This agreement is the third in a recent series of transactions that establishes TGI Sport as an industry leader in experience, resources and capabilities related to the virtual advertising, digital advertising and LED display market. TGI Sport is jointly owned by Bruin Capital and Quadrant Private Equity.

TGI acquires Sportsteen

TGI acquires Sportsteen

Founded in 2007 by Chris Jones and Vasco Gomes, Sportseen has been at the forefront of new opportunities to bring location-based and AI-driven advertising to screens and platforms of all kinds. The company is specialized in the acquisition of rights, sale, creation and distribution of advertisements for LED screens. Its clientele includes the major leagues and associations, including the English, Welsh and Scottish Football Associations, the Welsh and Italian rugby unions, Ashes Cricket, The Rugby Football League, as well as many established and emerging brands such as Visa, Continental, Just Eat, JD Sports, Hormann, Euronics and Sage. Chris Jones and Vasco Gomes will remain with the company to lead “Sportseen, Powered by TGI Sport”, reporting to TGI Sport Global CEO Martin Jolly.

“We are very pleased to have Chris, Vasco and the Sportseen team join the family,” said Martin Jolly. They are highly respected leaders who have led the industry in the new possibilities of digital advertising, LED displays and billboards. They bring a world-class capability to our new virtual advertising practice, and our rights acquisition and LED display businesses will benefit greatly from these additional resources and expertise. »

“We could not do without this opportunity that puts us right at the center of everything that happens in the digital and virtual fields. As a long-established agency in this space, we are delighted to join forces with TGI Sport and leverage Bruin Capital’s vision and support. There is no doubt that we will continue our path to excellence in this relatively untapped space,” said Chris Jones.

“This is another excellent transaction for TGI, which has limitless potential as a leading international media services agency,” said George Pyne, founder and CEO of Bruin Capital. We are delighted that the company has taken an aggressive approach in this burgeoning space. The addition of Sportseen and the other two businesses reflects how we intend to transform TGI, which is to aggressively transact in new spaces. Martin and the rest of the team will have all of Bruin’s resources at their disposal to build on this momentum. »

The latest transaction follows recent acquisitions of news agencies Interregional Sports Group (ISG) and Brand Brigade. While operating independently, the collective and complementary capabilities of these organizations form a new best-in-class practice for TGI in the areas of virtual media, billboards and live sports LED billboards. These transactions have significantly expanded TGI’s global infrastructure, strengthening the company’s other core businesses. Additionally, through them, TGI management is adding an unprecedented group of highly respected innovators and pioneers to its workforce. This is all part of a broader business transformation that began last year with the support of Bruin Capital.

“This space is changing rapidly and more and more rights holders are stepping up their efforts to take advantage of location-based advertising. It is a complex space, but with great potential. With our capital, human and technological resources, we can quickly adapt to this growing interest becoming a truly one-stop partner for rights holders around the world”, added Mr. Jolly.

About TGI Sports : TGI Sport is a global leader in sports technology, media and marketing, connecting sports entities and fans around the world. The company operates in North America, South America, Europe, Australia and New Zealand, and their teams support more than 3,500 events each year. TGI Sport has established relationships with many leading global sports organizations including UEFA, FIFA, CONCACAF, CONMEBOL, Mediapro, Major League Soccer, US Soccer, National Rugby League, ECB, ICC, FC Barcelona, ​​Manchester United FC, Liverpool FC and Juventus FC TGI’s businesses include TLA Worldwide, QMS NZ and Sportsmate.

About Sports Watched/ ( Founded in 2007, Sportseen is a London-based sports advertising sales agency. While building on its long-standing relationships with major sporting bodies on multiple continents, the organization has established its position as the go-to agency for rights holders looking to generate additional income. In addition, Sportseen serves a clientele of more than 150 brands, to whom each year it delivers and distributes advertising tailored to its entire portfolio of rights.

About Bruin Capital : Bruin Capital ( is an international investment and operating company founded by George Pyne @GFPyne. Bruin works with equity partners and management teams to build world-class businesses in technology, sports, media, entertainment and marketing. Bruin’s businesses operate on five continents and employ 2,100 people in 34 offices. Bruin’s investors include The Jordan Company, CVC Capital Partners, Rock Ventures and NNS (chaired by Nassef Sawiris), as well as a prestigious group of family investment funds.

About Quadrant Private Equity: Quadrant Private Equity, established in 1996 as Quadrant Capital, is a leading Sydney-based private equity firm that invests in the middle market, in companies located in Australia and New Zealand. Since its inception, Quadrant Private Equity has raised $7 billion and created 12 funds. His latest funds, QPE No. 7 and Quadrant Growth Fund 2, have $1.24 billion and $530 million, respectively, in capital commitments for private equity investments. Quadrant has extensive investment experience, having led more than 90 investments across 12 funds (with 65 exits) in a variety of sectors including retail, healthcare, media, consumer food, financial services, e-commerce and more.

Contact: Scott Novak

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