TGI Sport, the sports infrastructure, technology, and media rights business part-backed by Bruin Capital, has struck a deal to acquire UK virtual advertising firm Supponor.
The tie-up is “scheduled to close mid-summer,” with Supponor to become part of the TGI Sport technology division. In this sector, it will spot alongside other TGI Sport acquisitions such as Brand Brigade, ISG, and Sportseen.
Both parties have said that the AIR technology used by Supponor (launched in 2021) and the firm’s “experienced AI tech developers” will boost the TGI Sport virtual tech offering.
The combination aims to “create unparalleled monetization opportunities for this newly combined and incomparable client network."
TGI Sport, also part-backed by Quadrant Private Equity, has been a minority shareholder in Supponor since 2019.
The two have collaborated on several projects over the last few years, including a strategic partnership in South America in May.
Through that agreement, both parties will collaborate to build a regional remote operating center.
This will act as a hub to deliver virtual advertising services across the region and be available to sports properties, advertisers, and broadcasters.
Martin Jolly, chief executive of TGI Sport, said: “With this latest acquisition, we are establishing the industry's best practice in a growth sector with tremendous momentum. We are also positioning TGI Sport to capitalize on all the new opportunities built around AI and, in doing so, maintaining our standing as the leader of live sports technology development and media rights sales well into the future.”
Currently, the TGI Sport client list includes sports properties such as soccer’s LaLiga, Bundesliga, Serie A, and Ligue 1, as well as ice hockey’s NHL.
Sir Martin Broughton, Supponor’s chair, added: “The decision by TGI Sport to fully acquire Supponor validates the hard work of our entire team and underscores their confidence in the long-term vision and potential of Supponor. We are confident that TGI Sport will continue to drive the company forward with the same commitment to excellence and innovation that has been our hallmark.”
In January, Supponor named Simon Green as its new chief executive, promoting him from his previous role as chief operating officer.
TGI Sport was advised during the transaction process by Simpson Thacher, PwC, and Axis Arbor, while Supponor was advised by Hogan Lovells, Grant Thornton, and BDO.
