TGI Sport, a global leader in sports technology and media rights, has announced an agreement to acquire Supponor, a company specializing in live media virtual advertising with proprietary technologies and software.
This acquisition will enhance TGI Sport’s virtual ad tech practice, adding significant capabilities to their portfolio. The deal is expected to close mid-summer, marking another step in the company’s ongoing transformation.
Background and Collaboration
TGI Sport has been a minority shareholder in Supponor since 2019, collaborating on various projects. Supponor, a 24-year-old company, will become part of TGI Sport’s technology division, joining other recent acquisitions such as Brand Brigade, ISG, and Sportseen. Supponor’s AIR technology and AI developers will strengthen TGI Sport’s virtual tech offerings, while Supponor’s commercial and R&D teams will contribute to TGI Sport’s tech development leadership.
Market Impact and Client Network
TGI Sport, supported by Bruin Capital and Quadrant Private Equity, aims to bring a fully integrated model to the market, creating new monetization opportunities for its clients. Since 2020, virtual ads have been used by major sports leagues such as the NBA, MLB, Formula 1, Serie A, La Liga, Bundesliga, and MLS. In 2023, Supponor was recognized by Sports Business Journal as one of the Most Innovative Sports Tech Companies for its work with the NHL. This year, TGI Sport’s technology will support virtual advertising in over 4,000 live sports productions, with clients including the NHL, La Liga, Bundesliga, Serie A, and Ligue 1.
Leadership Comments
Martin Jolly, CEO of TGI Sport, expressed excitement about fully integrating Supponor into TGI Sport, highlighting the potential for new opportunities in AI and the continued leadership in live sports technology and media rights. Sir Martin Broughton, Chairman of Supponor, emphasized the significance of this acquisition, acknowledging the hard work of the Supponor team and expressing confidence in TGI Sport’s ability to drive the company forward.
Advisors on the Transaction
TGI Sport was advised by Simpson Thacher, PwC, and Axis Arbor, while Supponor received advice from Hogan Lovells, Grant Thornton, and BDO.
About TGI Sport
TGI Sport is a global leader in sports technology and media rights, founded in 1997. The company specializes in visual branding, live event management, LED solutions, media rights, and sports marketing.
About Supponor
Supponor is a sports media and technology company founded in 2001, headquartered in London, UK. The company specializes in virtual advertising technology for live sports events. Their solutions include virtual perimeter overlays, virtual placements, and animated LED boards. Supponor’s proprietary technology, such as Supponor AIR, enhances advertising visibility during live broadcasts, targeting specific audience segments.
News source: TGI Sport
