Integrated sports marketing agency TGI Sport, acquired by outdoor specialist QMS Media in 2018, is being spun off and folded into a partnership with US investment firm Bruin Sport Capital.
The deal, subject to regulatory approvals, will see Quadrant Private Equity’s investment in TGI separated from QMS with Barclay Nettlefold transitioning into the new role of TGI Sport Global CEO.
John O’Neill maintains his leadership as CEO of the QMS Australian outdoor media business.
Commercial details of the agreement haven't been revealed but one report says Bruin is making a US$100 million investment.
The partnership will build on TGI’s growth, adding strategic capabilities, capital and resources of Bruin to diversify and expand the company worldwide.
It follows a series of acquisitions over the last two years that has transformed TGI into an elite technology-led sports enterprise.
TGI’s advertising and broadcast technologies are across some of international sports’ most prestigious venues and events, including UEFA, La Liga, LNR, MLS, England Cricket, New Zealand Rugby, Concacaf and CONMEBOL.
Quadrant managing partner and QMS group chairman, Jonathon Pearce, says Bruin has a track record of growing global sports and entertainment businesses.
“We set out to create a world leading technology led sports media business," he says.
"With this 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.”
Founder and CEO of Bruin, George Pyne, says TGI’s growth, ability to scale and complementary portfolio made them the ideal partner to extend Bruin’s leadership into new and existing markets.
“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 its partners in the new sports and entertainment ecosystem.”
QMS Group CEO and founder Barclay Nettlefold will step into the new role of TGI Sport’s Global CEO to lead the expanded enterprise, which includes TLA in Australia and the UK, on its ambitious trajectory to become the leading global tech and sport business.
The outdoor media business, QMS, will operate as a standalone entity and continue to be led by current CEO John O’Neill as the business remains focused on furthering its digital and data leadership and market share growth.
Nettlefold will maintain his involvement in QMS as shareholder and board director.
“Over the past two years, Barclay has been instrumental in developing investments and partnerships across sports, media and technology that have become the nucleus of TGI," says Pearce.
“This partnership with Bruin allows TGI to pursue its global objectives under Barclay’s leadership whilst allowing QMS to continue its momentum in evolving the digital out of home and media industry locally under the passionate leadership of John O’Neill.”
Nettlefold: “We searched worldwide for the right cultural partner to help execute our strategic vision for TGI. 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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