Bruin Sports Capital bought digital sports media company Deltatre. The purchase comes as consumers watch more sports on mobile devices and the Internet.
Deltatre provides digital services that go into live streaming sporting events on social media, online and mobile devices. The target assists with video feeds, live blogging scores, statistics and photos. Deltatre also helps with website and app designs, including graphics. In addition, the company has a division that can launch digital marketing campaigns. Deltatre’s clients include the English Premier League, ATP World Tour and NBC Sports. The company has offices in Italy, London, Germany, Sydney and Tokyo. Financial terms on the deal with Bruin Sports were not disclosed.
“We understand the importance of media and technology as tools for global engagement in sports,” says Bruin Sports founder George Pyne. Bruin Sports, based in White Plains, New York, is a sports, media and marketing focused-investment firm. In 2015, the company, along with RedBird Capital Partners, backed the National Football League's hospitality business.
Companies are investing more in video technology to keep up with consumers who are watching more sports online and on wireless devices. In June 2016, Twitter agreed to acquire Magic Pony Technology. One of the main purposes of the acquisition is so Twitter can improve video quality in tweets. Magic Pony’s technology is designed to enhance images and videos. Twitter is getting ready to stream at least 10 NFL games in the 2016 season.
Phone carriers, such as AT&T Inc. (NYSE: T), also want to expand in video services. In June 2016, AT&T completed the purchase of video content company Quickplay Media Inc. from Madison Dearborn Partners for an undisclosed amount. Quickplay provides an Internet video streaming service that allows users to view content on mobile devices. The target works with AT&T’s U-verse TV Everywhere and supports DirecTV Now. U-verse plays content from major sports networks, including ESPN. The popularity of mobile devices and social media has boosted the value of digital marketing agencies. Mergers & Acquisitions predicts video technology will drive more middle-market deals in the months ahead.