Deal update
Bruin-owned TGI acquires ISG
Northridge advised virtual advertising technology, media and marketing company, TGI Sport (part owned by Bruin Capital), on its recent acquisition of Interregional Sports Group (ISG), a leading virtual advertising sales agency. Northridge acted as specialist commercial and regulatory counsel, alongside Simpson Thacher & Bartlett LLP, on the transaction.
The deal
The acquisition brings together TGI Sport’s digital replacement technology with ISG’s experience in rights sales, content creation and distribution of virtual media (including in Formula One and Serie A) to create a “technology led” full service offering.
Whilst ISG will operate as a standalone unit within the wider TGI business, the acquisition represents the formation of a 360 degree virtual media offering at a time when virtual media is increasingly a priority for rights-holders and brands alike.
For those less familiar with the virtual advertising technology, we have included below TGI Sport's video showcasing the technology and what it can do for sport.
Jeff Roth Founding Partner, Bruin Capital (part owner of TGI Sport)
We're excited that TGI Sport has completed this important deal in the virtual media industry.
The Northridge team did fantastic work on the deal.
Jon Walters Partner, Northridge
We are delighted to support Bruin again on a key technology led acquisition.
We have focused on our ability to combine sports sector expertise with a clear understanding of the underlying technology (a feature of our Northridge TRACK offering to clients), with this deal an important highlight of our recent work in the area.
