TGI Sport to split from QMS Media with Quadrant Private Equity selling 50% stake

March 22, 2021

Finance / Marketing / Sport / Technology /

Quadrant Private Equity has announced an agreement with international investment and operating company Bruin Sports Capital to sell a 50% stake in global sports technology, media and marketing company TGI Sport.

The sale will see TGI Sport separate from outdoor specialist QMS Media and folded into a partnership with the US investment firm.

The agreement, subject to regulatory approval, will see Barclay Nettlefold transition from the role of Chief Executive at QMS Media Group to become global Chief Executive at TGI Sport upon deal closure.

Looking to harness Bruin Sport Capital’s resources to diversify and expand the business of TGI Sport worldwide, the deal follows a series of acquisitions over the last two years that have helped raise the profile of TGI Sport, whose advertising and broadcast technologies are present across events organised by the likes of UEFA, LaLiga, Major League Soccer, France’s Ligue Nationale de Rugby, the England and Wales Cricket Board (ECB), New Zealand Rugby, CONCACAF and CONMEBOL.

Its Parallel Ads broadcast technology is used by sports properties to segment and regionalise perimeter LED advertising, opening up new revenue streams and engagement opportunities for advertisers.

TGI Sport’s technology-focused solutions are complemented by a fully integrated sports marketing services practice across Australia, New Zealand and the UK. The practice includes talent management, merchandising, consultancy, media sales, event management, content and communications.

Commenting on the deal, Bruin Sports Capital founder and Chief Executive, George Pyne stated “TGI is precisely the type of company we look for at Bruin. 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.”

Jonathon Pearce, Quadrant Managing Partner and QMS Group Chairman, added “we set out to create a world-leading, technology-led sports media business. With technology in place and already showing significant opportunity, partnering with George and the Bruin team provides TGI with a highly qualified partner to ensure the business is able to reach its full potential.”

TGI Sport was acquired by QMS Media in 2018.

Financial terms of the deal have not been disclosed but US entertainment publication Variety reported that Bruin would invest US$100 million into the company.

Image: In its role as technology provider of Olympiacos BC, TGI Sport built Greece's first LED Cube in an arena. Credit: TGI Sport/Facebook.

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