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TGI Sports completes acquisition of Supponor

TGI Sports

Australian sports technology company TGI Sport has entered into a deal to acquire London-based virtual advertising company Supponor. Financial details were not disclosed, but a source familiar with the deal said TGI will fully acquire Supponor for a price of €100 million (or around $108 million). The deal, which is expected to help establish TGI as a leading virtual sports advertising company, is expected to close later this summer.

TGI, which is jointly owned by Bruin Capital and Quadrant Private Equity, already held an 18% stake in Supponor and first became a minority shareholder in 2019. The Melbourne-based technology company has previously expanded through acquisitions, acquiring three virtual advertising and media rights production companies in 2022: Interregional Sports Group, Brand Brigade and Sportseen. Following these deals, Bruin CEO George Pyne told SBJ his ultimate goal is for TGI to offer an “end-to-end solution” for sports owners looking to make more money from advertising signs. TGI’s clientele includes international leagues and teams, including MLS and Manchester United, and the technology will be used in more than 4,000 live sports broadcasts this year.

In February, SBJ named Supponor one of the 10 most innovative sports technology companies for 2023. The British virtual advertising firm helped deliver the NHL’s digitally enhanced dashboards, an innovation that earned SBJ’s 2023 Sports Breakthrough of the Year award. The company has done virtual advertising work through its flagship product Air, with global titles including F1, La Liga and Serie A. There are no immediate plans for changes to Supponor’s existing leadership. Earlier this year, the sports media veteran Simon Green assumed the position of CEO of the company, a promotion from his role as COO, which he began in April 2023.

Speaking to SBJ in February, Green outlined his vision to continue to expand the product suite around Air. The technology is integrated into the Supporter Hub, which allows customers to manage advertising assets and gain data insights. “Sports are ultimately competing with each other to generate more and more revenue. And we have a product that we believe is a tool that will actually allow them to do that,” Green said.

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

TGI Sports

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