TGI Sport, a provider of sports technology, media and marketing and backed by Bruin Capital and Quadrant Private Equity, has purchased Brand Brigade, an advertising technology company focused on virtual advertising and product placement.

The deal adds technology to TGI’s ad tech capabilities and services and aims to further its growth within the media services category. It also expands TGI’s presence within the U.S. and adds experienced executives to the leadership team.

“We’re building something very special at TGI, and with Brand Brigade, we are now very much at the forefront of capabilities to serve advertisers in the exploding direct-to-consumer marketplace,” comments Martin Jolly, TGI Sport Global CEO. “For over a decade, Sam and the team have been ahead of the tectonic shifts in media and developed the essential technology and playbook for virtual advertising and product placement for live sports. As you would expect from true innovators – they have more game-changing technology on the near horizon, which has us very excited. We are all thrilled to start working with Sam and the team.”