TGI Sport Announces Acquisition of Supponor

TGI Sport has today announced its plans to acquire Supponor, a renowned live media virtual advertising firm with cutting-edge technologies and software designed to deliver virtual ads on live sports broadcasts across the globe. The acquisition is set to be finalised in the coming weeks.

Having been a minority shareholder of Supponor since 2019, TGI Sport has already collaborated on various projects with the 24-year-old company. Supponor will merge into TGI Sport’s technology division, bolstering its current capabilities alongside recent acquisitions such as virtual advertising company Brand Brigade, as well as media rights and production firms ISG and Sportseen. Backed by Bruin Capital and Quadrant Private Equity, TGI Sport is positioning itself as an industry leader.

Virtual advertising has been gaining traction in the sports industry, with major leagues like the NBA, MLB, Formula 1, Serie A, La Liga, Bundesliga, and MLS incorporating virtual ads into their live broadcasts since 2020. This year alone, TGI Sport’s technology and software are expected to support virtual advertising in over 4,000 live sports productions, with clients including NHL, La Liga, Bundesliga, Serie A, and Ligue 1. Additionally, TGI Sport is collaborating with MLS on an exclusive partnership with Apple.

Martin Jolly, CEO of TGI Sport, expressed his excitement about bringing Supponor fully into the TGI Sport family, emphasising the strategic positioning of the company in the evolving sports technology landscape. The acquisition sets the stage for TGI Sport to capitalise on emerging opportunities in AI, solidifying its position as a leader in live sports technology and media rights sales for years to come.

Sir Martin Broughton, Chairman of Supponor, shared his enthusiasm for the acquisition, highlighting Supponor’s journey from its inception as Virtual Advertising Solutions in 2001 to its latest innovation, Supponor AIR, an AI-powered virtual advertising solution. The move by TGI Sport to fully acquire Supponor underscores their confidence in the company’s long-term vision and potential, ensuring continued growth and innovation under TGI Sport’s stewardship.

TGI Sport sought counsel from Simpson Thacher, PwC, and Axis Arbor for the transaction, while Supponor was advised by Hogan Lovells, Grant Thornton, and BDO. Financial details of the deal were not disclosed, marking an exciting new chapter for both companies in the realm of sports technology and virtual advertising.