Bruin-Quadrant to fuel TGI growth trajectory

Article posted by Coliseum, April 2^nd, 2021

Image: Bruin SC & TGI Sport

Bruin Sports Capital (Bruin) (US) recently announced an agreement with Quadrant Private Equity (Quadrant) to become co-owner of global sports technology, media and marketing company TGI Sport (TGI) to further power the company’s global expansion, distribution and commercial growth.

‘Bruin Sports Capital’ stated that the new partnership will build on TGI’s impressive growth, adding the strategic capabilities, capital and resources of Bruin to diversify and expand 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 omnipresent across some of international sports’ most prestigious venues and events and have included the likes of the Union of European Football Associations (UEFA) (administrative body for football, futsal and beach soccer in Europe), LaLiga (men’s top professional football division of the Spanish football league system), Ligue Nationale de Rugby (LNR) (French National Rugby League), Major League Soccer (MLS) (men’s professional soccer league in the United States and Canada), England Cricket, New Zealand Rugby, Confederation of North, Central America and Caribbean Association Football (Concacaf), and the South American Football Confederation (CONMEBOL).

‘Bruin Sports Capital’ further stated that TGI’s Parallel Ads (PADS) broadcast technology continues to revolutionize the way broadcasters and sporting bodies can segment and regionalize perimeter LED advertising, unlocking new revenue streams and providing greater engagement and value for advertisers, rights holders, and sponsors. PADS is being employed across four continents by organizations such as the MLS, New Zealand Rugby, Liga MX (Mexican football league), AS Monaco FC (French football club), plus many more premier sporting codes.

Complementing TGI’s tech-led solutions is an industry-leading and fully integrated sports marketing services practice across Australia, New Zealand and the United Kingdom, including talent management, merchandizing, consultancy, media sales event management, and content and communications.

The Founder and CEO of Bruin Sports Capital, George Pyne, said Quadrant and 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 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.”

Quadrant Managing Partner and QMS Group Chairman, Jonathon Pearce, said Bruin’s track record of growing global sports and entertainment businesses made them the perfect partner to maximize the potential of TGI – “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.”

The partnership will also see QMS Group CEO and Founder, Barclay Nettlefold, step into the new role of TGI Sport’s Global CEO to lead the new business on its ambitious growth path to become the leading global tech and sport business. Over the past two years, Nettlefold has been instrumental in developing investments and partnerships across sports, media and technology that have become the nucleus of TGI.

Commenting on the strategic agreement, Barclay Nettlefold commented, “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.”

Added Nettlefold, “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.”

New York (US)-based Bruin Sports Capital is an international investment and operating company which excels in all aspects of the media ecosystem with a concentration in sports, entertainment, technology, marketing, advertising, live events, licensing, and brand strategy. Today, Bruin companies operate in 15 countries with 1,700 employees worldwide.

Sydney (Australia)-based Quadrant Private Equity is a leading private equity firm investing in companies in Australia and New Zealand. Since inception in 1996, Quadrant has raised $6.4 billion from 11 funds. To date, Quadrant has completed 80 investments across sectors including retail, healthcare, media, consumer foods, and financial services.

US-based TGI Sport is a global leader in sports technology, media and marketing, which connects sports entities and fans around the world. With more than 3,500 events annually and over 20 km of LED signage at work, TGI Sport operates through a wide range of sports including soccer, cricket, rugby, American football, and hockey.

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