US investor becomes part-owner of tech, media and marketing company.
- Bruin investment to fund agency’s international expansion and new commercial opportunities
- Barclay Nettlefold to become TGI Sport’s global chief executive
US investment firm Bruin Sports Capital has become a co-owner of sports technology, media and marketing company TGI Sport as part of a deal with Quadrant Private Equity.
Based in Australia, New Zealand and the UK, TGI Sport is an integrated sports marketing agency that specialises in broadcast technology and virtual advertising solutions. Its technologies have been deployed across a range of major sports properties, including Uefa, La Liga, Major League Soccer (MLS), New Zealand Rugby and Concacaf.
While financial terms of have not been formally announced, Sportico reports that Bruin is making a US$100 million investment. A statement announcing the deal said the acquisition would ‘further power’ TGI Sport’s ‘international expansion, distribution and commercial growth’.
“TGI is precisely the type of company we look for at Bruin,” said the company’s founder and chief executive George Pyne (pictured). “Quadrant, Barclay and the leadership team are progressive, innovative, and understand how to create value for partners in the new sports and entertainment ecosystem.
“The team has significant momentum, and we are proud that they’ve chosen Bruin to help accelerate the company’s trajectory. We are excited to help bring its market-leading technology, capabilities and talents to a much broader global scale.”
TGI, whose owner QMS was bought by Quadrant in 2020, joins a Bruin investment portfolio that also includes data marketing company Two Circles, digital solutions provider Deltatre, Courtside Ventures and branding agency Soulsight.
Upon closure of the deal, which remains subject to regulatory approval, Barclay Nettlefold will transition from his role as QMS Media Group chief executive to become TGI Sport’s global chief executive.
“We searched worldwide for the right cultural partner to help execute our strategic vision for TGI,” said Nettlefold. “George and his team at Bruin are genuine operators who have built trust, respect, and relationships throughout the sporting world which makes them the perfect partner to continue our trajectory with the right investment and thinking to create something of real global value.
“The world we live in is changing rapidly, but sport globally continues to remain a true connector to audiences and I look forward to continuing our momentum and guiding the company’s future evolution.”
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