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TGI Sport strengthens virtual advertising offering with acquisition of Supponor

Posted on by darion

TGI Sport is backed by Bruin Capital and Quadrant Private Equity. (TGI Sport graphic)

TGI Sport, the sports infrastructure, technology and media rights company partially backed by Bruin Capital, has entered into an agreement to acquire UK-based virtual advertising company Supponor.

The merger is expected to be “completed in mid-summer” and Supponor will become part of TGI Sport’s technology division. It will be seen in this sector alongside other TGI Sport acquisitions such as Brand Brigade, ISG and Sportseen.

Both parties said Supponor’s AIR technology (launched in 2021) and the company’s “experienced AI technology developers” will strengthen TGI Sport’s virtual technology offering.

The combination is intended to “create unparalleled monetization opportunities for this newly combined and unmatched network of customers.”

TGI Sport, also partly backed by Quadrant Private Equity, has been a minority shareholder in Supponor since 2019.

The two companies have collaborated on several projects over the past few years, including a strategic partnership in South America in May.

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Under this agreement, both parties will cooperate in building a regional remote operations center.

It will act as a hub for the provision of virtual advertising services across the region and will be available to sports venues, advertisers and broadcasters.

Martin Jolly, CEO of TGI Sport, said: “With this latest acquisition, we are establishing industry best practice in a growth sector with huge momentum. We are also positioning TGI Sport to capitalise on all the new opportunities built around AI, and in doing so, we will continue to lead the way in the development of live sports broadcasting technology and media rights sales well into the future.”

TGI Sport’s current client list includes sports leagues such as LaLiga, Bundesliga, Serie A and Ligue 1 football, as well as the NHL ice hockey league.

Sir Martin Broughton, Chairman of Supponor, added: “TGI Sport’s decision to fully acquire Supponor validates the hard work of our entire team and underlines their confidence in Supponor’s long-term vision and potential. We are confident that TGI Sport will continue to drive the business forward with the same commitment to excellence and innovation that has been our hallmark.”

In January, Supponor appointed Simon Green as its new chief executive, promoting him from the position of chief operating officer.

TGI Sport was advised on the transaction by Simpson Thacher, PwC and Axis Arbor, while Supponor was advised by Hogan Lovells, Grant Thornton and BDO.