QMS to separate from TGI Sport with stake sold to Bruin Sports Capital

QMS Media is separating from its sports media and technology division TGI Sport, with owner Quadrant Private Equity selling 50% of the business to Bruin Sports Capital.

TGI Sport’s new strategic partnership with US-based investment and operating company Bruin aims to further the company’s global expansion and commercial growth, and will see Quadrant’s investment in TGI separated from QMS.

If approved by regulators, the deal will see Barclay Nettlefold take on a new role as TGI Sport Global CEO, while John O’Neill will remain as CEO of the QMS Australian outdoor media business.

TGI’s advertising and broadcasting tech is used across international sporting events including football competitions held by UEFA, La Liga, LNR, the MLS, and by governing bodies Concacaf and CONMEBOL, plus England Cricket and New Zealand Rugby games.

TGI Sport tech allows different ads to feature on broadcasts across markets

Quadrant managing partner and QMS group chair, Jonathon Pearce, said Bruin is a perfect partner to “ensure the business is able to reach its full potential”.

Bruin founder and CEO, George Pyne, said the team at TGI “are progressive, innovative, and understand how to create value for its partners in the new sports and entertainment ecosystem”.

Quadrant announced its intentions to purchase QMS Media in 2019, with the deal finalised in early 2020 for $420 million, and the business will operate as a standalone entity led by O’Neill. Nettlefold will continue to be involved as a shareholder and board director.

Pearce thanked Barclay for his contribution to TGI over the past two years, and said he “has been instrumental in developing investments and partnerships across sports, media and technology that have become the nucleus” of the company.

“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 added: “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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