Brand Brigade was acquired by TGI Sports (TGI) today adding the former’s cutting edge advertising technology to the latter’s expanding international media services. Brand Brigade’s virtual advertising and product placement technologies increases TGI’s growing portfolio of ad tech and services. Bruin Capital and Quadrant Private Equity financially back TGI. Combined with TGI’s other recent acquisition of Interregional Sports Group (ISG), the market leader in the rights sales, content creation, and distribution of virtual media through live sporting events for clients, the two parent companies acquire even more virtual ad capabilities, considered a high-growth category. Brand Brigade’s founders are now part of a TGI super team of proven executives. The Sports Techie community blog encourages our readers and followers to pay attention to the amount of advertising super imposed into a wide variety of live sport broadcasts benefitting advertisers targeted reach while improving brand awareness to fans viewing live action and on-demand content watchable at later dates. This sports technology deal will officially close soon.
“We’re building something very special at TGI, and with Brand Brigade, we are now very much at the forefront of capabilities to serve advertisers in the exploding direct-to-consumer marketplace,” said Martin Jolly, TGI Sport Global CEO. “For over a decade, Sam and the team have been ahead of the tectonic shifts in media and developed the essential technology and playbook for virtual advertising and product placement for live sports. As you would expect from true innovators – they have more game-changing technology on the near horizon, which has us very excited. We are all thrilled to start working with Sam and the team.”
Founded in 2007 by Sam Chenillo and Oren Steinfeld, Brand Brigade are considered pioneers, experts and industry leaders in virtual advertising and product placement.
“We’ve been looking for the right partner, and TGI Sport gives us a global network and financial resources that will be difference-making for our company,” said Chenillo. “We’re also joining an organization making smart, aggressive moves, and our team will play an important role in that. We’re very excited to be part of TGI Sport and what lies ahead for all of us.”
Brand Brigade clients are a “Who’s Who” of rightsholders and producers of live sports broadcasts. Their proprietary sports tech is integrated into the multiplatform production and distribution of 4000+ sporting events annually. Counted as clients include a majority of NBA, NHL, and MLB games. Chenillo and Steinfeld will remain, leading “Brand Brigade powered by TGI Sport” for Jolly and working closely with the Board.
“As we are releasing market-changing technologies, we are excited about partnering with TGI Sport and its global reach. We are looking forward to working closely with TGI’s global offices and partners and supporting the group’s global expansion,” said Steinfeld.
ISG + Brand Brigade = TGI
ISG’s clients are globally known brands and include Serie A, La Liga, and Formula 1.
While operating independently, the businesses will collaborate on a broader expansion strategy to bring their complementary capabilities to new clients, regions, and territories. Brand Brigade aims to introduce game-changing technology for OTT and direct-to-consumer advertising later this year.
“It is terrific to see the momentum continue for TGI. We’re excited about this deal at Bruin because Brand Brigade’s technology is best-in-class and also what Sam and the team are doing to develop new advertising technologies. They are going to push the industry forward. It’s a great addition to the TGI Sport’s group,” said George Pyne, Founder and CEO of Bruin Capital.
TGI Sport is a global leader in sports technology, media, and marketing, connecting sports entities and fans worldwide. The combined operations span North America, South America, Europe, Australia, and New Zealand, and its teams support around 3,500+ events annually. TGI Sport has built relationships with many of the world’s leading sporting organizations, including UEFA, FIFA, CONCACAF, CONMEBOL, Mediapro, Major League Soccer, U.S. Soccer, Ligue National de Rugby, ECB, ICC, F.C. Barcelona, Manchester United FC, Liverpool FC, and Juventus F.C. TGI’s businesses include TLA Worldwide, QMS NZ, and Sportsmate.
Sports Techie, MLB postseason playoffs are about to begin play in October while the NBA and NHL 2022-23 seasons, respectively, are about to start across North America. These viewer intensive games provide coveted virtual advertising space and digital product placement opportunities for interested corporations, businesses and ad agencies wanting to spend marketing dollars through the use of TGI’s newest virtual ad technologies developed by Brand Brigade and ISG.
Whether you are watching international soccer, car racing or rugby, or locked into the NFL and college football, virtual advertising is a seamless part of the broadcast noticeable by millions of fans worldwide, or domestically, regionally and locally.
TGI is capturing much of the virtual ad space through these smart acquisitions.
It will be exciting to share what acquisitions by Bruin Capital led by Pyne, come next.
OTT platforms and capabilities are probably it.
See you later sportstechie in Seattle, Atlanta and around the world!
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