Bruin Capital/Quadrant Private Equity-Backed TGI Sport Announces Acquisition of Leading Global Provider of Virtual Advertising Technology, Brand Brigade


TGI Sport (TGI) has agreed to acquire Brand Brigade, which the company announced today. The transaction adds best-in-class technology to TGI’s suite of ad tech capabilities and services and accelerates its transformation into a global leader in media services. This positions TGI at the forefront of another high-growth category, expands TGI’s U.S. presence and strengthens its leadership team with more respected executives. TGI Sport is backed by Bruin Capital and Quadrant Private Equity. The transaction is expected to close and is expected to close soon.

“We are building something very special at TGI, and with Brand Brigade, we are at the forefront of our ability to serve advertisers in the explosive direct-to-consumer market. Martin Jolly, TGI Sports Global CEO“For more than a decade, Sam and team have been anticipating media tectonics and developing the technology and playbooks essential to live sports virtual advertising and product placement. And they have game-changing technology in the near future, and we’re super excited. We’re all excited to start working with Sam and the team.”

Brand Brigade was founded in 2007 by Sam Chenillo and Oren Steinfeld. Both are pioneers and experts in virtual advertising and product placement. Brand Brigade’s clients are industry ‘personalities’. Its technology is integrated into the multi-platform production and delivery of over 4000 sporting events annually, including the majority of NBA, NHL and MLB games. Chenillo and Steinfeld will remain, leading Jolie’s “TGI Sport-powered brand brigade” and working closely with the board.

The move follows TGI Sport’s recent acquisition of Interregional Sports Group. Interregional Sports Group is a market leader in rights sales, content creation and virtual media distribution through live sporting events for clients such as Serie A, La Liga and Formula 1. The businesses will work together on a broader expansion strategy to bring complementary capabilities to new customers, geographies and geographies. Brand Brigade also plans to introduce groundbreaking technology for OTT and direct-to-consumer advertising later this year.

“We were looking for the right partner, and TGI Sport provides us with a global network and financial resources to make a difference,” said Chenillo. “We are also part of a smart, positive-moving organization, and our team will play a key role in that. And I’m very much looking forward to what’s in store for all of us.”

“We are thrilled to partner with TGI Sport and its global reach as we launch our market-changing technology. We look forward to working closely with TGI’s global offices and partners to support the Group’s global expansion says Steinfeld.

“It’s great to see TGI’s momentum continue. Brand Brigade’s technology is best-in-class and we’re excited about this deal at Bruin as Sam and the team work to develop new advertising technology.” “They’re trying to move the industry forward and it’s great to be joining the TGI Sports group.” George Pyne, Founder and CEO of Bruin Capital.