QMS’ TGI Sport set to expand with Bruin Sport Capital partnership

QMS bruin

• The new partnership will build on TGI’s growth

QMS Media’s global sports technology, media and marketing company TGI Sport today announced a strategic partnership with international investment and operating company Bruin Sports Capital, to further power the company’s global expansion, distribution and commercial growth. 

The deal, subject to regulatory approvals, will see Quadrant Private Equity’s investment in TGI separated from QMS with Barclay Nettlefold transitioning into the newly established role of TGI Sport global CEO and John O’Neill maintaining his leadership as CEO of the QMS Australian outdoor media business.

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The new partnership will build on TGI’s growth, adding the 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. 

TGI’s advertising and broadcast technologies are featured across some of international sports’ most prestigious venues and events and have included the likes of UEFA, La Liga, LNR, MLS, England Cricket, New Zealand Rugby, Concacaf, and CONMEBOL.    

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 maximise the potential of TGI.

“We set out to create a world leading technology led sports media business. 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.”

TURIN, ITALY – DECEMBER 15: Cristiano Ronaldo of Juventus celebrates goal during the Serie A match between Juventus and Udinese Calcio at Allianz Stadium on December 15, 2019 in Turin, Italy. (Photo by Chris Ricco/Getty Images)

Founder and CEO of Bruin, George Pyne, said 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.”

The new partnership will see QMS Group CEO and founder, Barclay Nettlefold, 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 trajectory to become the leading global tech and sport business. The outdoor media business, QMS Media, 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.

BARCELONA, SPAIN – NOVEMBER 27: Barcelona supporters during the UEFA Champions League group F match between FC Barcelona and Borussia Dortmund at Camp Nou on November 27, 2019 in Barcelona, Spain. (Photo by Eric Alonso/MB Media/Getty Images)

Pearce added; “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. 

“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.” 

Commenting on the strategic agreement, Nettlefold said; “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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