Bruin- and Quadrant-backed TGI Sports picks up Sportseen

• Sportseen is a rights buying and digital advertising sales firm
• The acquisition is part of a wider growth plan undertaken since Bruin’s investment in the company in 2021
• Sportseen’s clients include the Football Associations of England, Wales and Scotland, and the Welsh and Italian Rugby Unions

Bruin Capital- and Quadrant Private Equity-backed TGI Sport has completed its third deal in a recent flurry, acquiring Sportseen.

London-based Sportseen was founded in 2007 by Chris Jones and Vasco Gomes who will remain with the company. The company specialises in rights acquisition, sales, creative, and distribution of LED advertising. Its clients include the Football Associations of England, Wales and Scotland, and the Welsh and Italian Rugby Unions.

“This is another great move for TGI, which has unlimited potential as a leading, global media services agency,” said George Pyne, founder and CEO of Bruin Capital. “We are delighted with the aggressive approach in this burgeoning space. The addition of Sportseen – and all three companies – embodies how we plan to transform TGI with aggressive deals in new spaces.”

TGI Sport is headquartered in Chicago and has built relationships with some of the world’s biggest sports organisations including UEFA, FIFA, CONCACAF and Major League Soccer.

The deal for Sportseen follows TGI’s acquisitions of Interregional Sports Group and Brand Brigade.

Bruin Capital is a private equity firm that was founded in 2015. The New York-headquartered firm works with global technology, sports, media, entertainment and marketing companies.

Quadrant is a Sydney-based private equity firm that typically invests in mid-market companies in Australia and New Zealand. The firm has raised over $7 billion across 12 funds since its inception.