Sports technology, marketing and media company TGI Sport (TGI) has acquired the advertising technology company Brand Brigade.
In 2021, Bruin Capital invested US$100 million to join Quadrant Private Equity as a joint owner of TGI. That deal gave the sports-focused enterprise significant spending power and latest acquisition comes swiftly after a move for Interregional Sports Group (ISG).
New York-based Brand Brigade specialises in virtual advertising and product placement. Its technology has been used in broadcast production for numerous sports properties, including the National Basketball Association (NBA), National Hockey League (NHL), and Major League Baseball (MLB). The specialist firm is also set to roll out its solutions for advertising in streaming services later this year.
TGI said in a statement announcing the takeover that the move furthers its ‘transformation into an international leader in media services’.
Brand Brigade will continue to be led by founders Sam Chenillo and Oren Steinfeld, who will report to Jolly and the TGI board.
“We’ve been looking for the right partner, and TGI Sport gives us a global network and financial resources that will be difference-making for our company,” said Chenillo.
“We’re also joining an organization making smart, aggressive moves, and our team will play an important role in that. We’re very excited to be part of TGI Sport and what lies ahead for all of us.”
Steinfeld added: “As we are releasing market-changing technologies, we are excited about partnering with TGI Sport and its global reach. We are looking forward to working closely with TGI’s global offices and partners and supporting the group’s global expansion.”
“We’re building something very special at TGI, and with Brand Brigade, we are now very much at the forefront of capabilities to serve advertisers in the exploding direct-to-consumer marketplace,” said Martin Jolly, TGI Sport global chief executive.
“For over a decade, Sam and the team have been ahead of the tectonic shifts in media and developed the essential technology and playbook for virtual advertising and product placement for live sports. As you would expect from true innovators – they have more game-changing technology on the near horizon, which has us very excited. We are all thrilled to start working with Sam and the team.”
“It is terrific to see the momentum continue for TGI,” said George Pyne, founder and chief executive of Bruin Capital. “We’re excited about this deal at Bruin because Brand Brigade’s technology is best-in-class and also what Sam and the team are doing to develop new advertising technologies. They are going to push the industry forward. It’s a great addition to the TGI Sport’s group.”
Bruin's TGI Sport acquires Brand Brigade advertising technology firm – SportsPro – SportsPro Media