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TGI Sport acquires Supponor in bid to become advertising leader

Featured image credit: Fånga Images on Unsplash

Sports technology and media rights company TGI Sport has come to an agreement to acquire Supponor, which specialises in live media virtual advertising.

TGI Sport has been a minority shareholder in Supponor since 2019, but is due to take complete ownership by the end of this summer.

“We are delighted to welcome Supponor fully into the TGI Sport group,” said TGI Sport chief executive Martin Jolly.

“With this latest acquisition, we are establishing the industry’s best practice in a growth sector with tremendous momentum.

“We are also positioning TGI Sport to capitalise on all the new opportunities built around AI and, in doing so, maintaining our standing as the leader of live sports technology development and media rights sales well into the future.

“Combining our collective resources with their incredible potential is very exciting for all of us.”

The National Basketball Association, Major League Baseball, Formula 1, and football divisions Serie A, La Liga, and Bundesliga have all worked with Supponor.

In 2023, Supponor was named one of Sports Business Journal’s most innovative sports tech companies.

The company delivers virtual adverts and will join TGI Sport’s portfolio as it looks to become the world leader in the technology.

Overall TGI sport’s technology and software will support virtual advertising integrated into more than 4,000 live productions this year.

“We are thrilled with the outcome of this transaction,” said Supponor chairman Sir Martin Broughton.

“The company began as Virtual Advertising Solutions (VAS) in 2001 and has for more than two decades built a robust and innovative company that in 2021 launched Supponor AIR®, an AI-driven by machine learning solution to virtual advertising in live sport.

“The decision by TGI Sport to fully acquire Supponor validates the hard work of our entire team and underscores their confidence in the long-term vision and potential of Supponor.

“We are confident that TGI Sport will continue to drive the company forward with the same commitment to excellence and innovation that has been our hallmark.”

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