TGI Sport, a provider of sports technology, media and marketing and backed by Bruin Capital and Quadrant Private Equity, has bought Sportseen, a rights-buying and digital advertising sales firm.

Sportseen was founded in 2007 as a provider of geotargeted, AI-informed advertising. The company focuses on rights acquisition, sales, creativity and distribution of LED advertising. The deal is the third acquisition in a series that TGI Sport has made, aiming to establish the company in experience, resources and capabilities around the virtual, digital and LED advertising marketplace.

“We are very pleased to have Chris, Vasco, and the Sportseen team join the family,” comments Martin Jolly, TGI Sport Global CEO. “They are well-respected leaders who were ahead of the industry on the emerging opportunities in digital, LED, and perimeter advertising. They bring yet another best-in-class capability to our new virtual advertising practice, and our rights acquisition and LED businesses will also benefit greatly with additional resources and expertise.”