TGI Sport strengthens virtual ad offering with Supponor acquisition

TGI Sport, the sports infrastructure, technology, and media rights business part-backed by Bruin Capital, has struck a deal to acquire UK virtual advertising firm Supponor.

The tie-up is “scheduled to close mid-summer,” with Supponor to become part of the TGI Sport technology division. In this sector, it will spot alongside other TGI Sport acquisitions such as Brand Brigade, ISG, and Sportseen.

Both parties have said that the AIR technology used by Supponor (launched in 2021) and the firm’s “experienced AI tech developers” will boost the TGI Sport virtual tech offering.

The combination aims to “create unparalleled monetization opportunities for this newly combined and incomparable client network.”

TGI Sport, also part-backed by Quadrant Private Equity, has been a minority shareholder in Supponor since 2019.

The two have collaborated on several projects over the last few years, including a strategic partnership in South America in May. Sportcal