Sports technology firm TGI Sport has bought experiential marketing brand Engine Shop, as well as sponsorship analytics company IEG.
Both of these companies have been bought from Bruin Sports Capital, the international media, sports, marketing, and lifestyle investment firm that is also part-owner of TGI Sport.
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Engine Shop, founded over a decade ago, counts US golf's top-tier PGA Tour as a client, amongst its sporting roster.
The move offers TGI Sport, ultimately headquartered in New York City, a chance to increase its North American presence as well as to expand its content creation division, called TGI Sport Wildcard.
Bruin first acquired Engine Shop in 2015, with that firm – in turn – acquiring IEG in mid-2018.
Martin Jolly, global chief executive at TGI Sport, said: “The combination of Engine Shop and IEG provides an evidence-based methodology for experiential activation and the most comprehensive sponsorship agency solution. I am excited about the opportunity this brings to TGI Sport and look forward to expanding our content creation and brand experience offering as we combine our collective resources to realize our potential globally.”
In terms of recent TGI Sport activity, late last month the firm was brought in as a partner by Volleyball World, the commercial vehicle of the sport’s International Volleyball Federation (FIVB) governing body.
TGI Sport will implement its digital overlay solution in Volleyball World broadcasts, which will allow for the dispersal of tailored broadcast graphics and overlays in any part of the world.
Early last year, meanwhile, TGI Sport bought up cricket-focused talent representation agency Insignia Sports International.
As a whole, Bruin launched a new international soccer representation firm through the acquisition of several agencies, late last year.
As1 (As One) was formed after Bruin purchased Nomi Sports, Position Number, and Promoesport.
Bruin also has an agreement to acquire a fourth agency, Football Division Worldwide, which is scheduled to close shortly, pending customary regulatory approval. That will also be folded into the new company.
