Outdoor media firm QMS Sport is to transition to the TLA brand following QMS’ acquisition last year of marketing firm TLA Worldwide.

QMS Sport becomes a ‘media & tech’ division of TLA and the move is designed to strengthen the latter’s position within the Australian sports marketing sector.

QMS Sport will become known as ‘Media Tech’ and will operate alongside TLA’s existing business units across sport, including events, marketing and communications, digital and content, sales, talent management and merchandise.

The Media Tech division will continue to be led by Mark Pejic and the launch coincides with a new visual identity for TLA that includes an updated logo and visual expression. TLA’s new brand also mirrors that of TGI Sport, its international parent company.

TGI has operations in Europe, South America and the US and focuses on sports rights, infrastructure and operations, as well as delivering broadcast and in-stadium technology solutions to clients.

QMS Group chief executive Barclay Nettlefold said: “Our vision is to become a globally recognised sports agency enabled by technology, experience and data. We want to provide integrated digital sports solutions via media rights, infrastructure, talent management and merchandise that will deliver advertisers, brands, sponsors, sporting codes and clubs with a unique and powerful platform to engage this highly valued sports audience.

“TLA’s brand integration with TGI and enhanced service offering marks the next phase in the organisation’s development into a globally integrated technology sports platform.”

TLA chief executive Craig Kelly added: “Our people and our business have been invested and passionately driving sport for over 25 years and COVID-19 has seen the global sporting world reset and need to realign in operating efficiencies.

“The introduction of ‘Media & Tech’ into the TLA family allows us to support the codes, the stadiums, the talent, the brands and most importantly connect with the fans via new technology and streamline productivity for all.”

The new brand for TLA will be implemented across the remainder of 2020.

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