George Pyne knows the world of sports. The former COO of Nascar and president of IMG’s sports and entertainment operation founded Bruin Sports Capital last year, and he has acquired his biggest company yet—digital media group Deltatre.
Deltatre is a media service company that works with organizations like FIFA and UEFA to give consulting services in the areas of live streaming, broadcasting, graphics and data.
Most recently, Deltatre has been working with UEFA to help deliver the Euro 2016 more effectively to a widespread audience. They have deployed a production graphics suite to add to broadcasts, along with installing player tracking systems in all of the Euro 2016 venues in France. Additionally, they have been testing out virtual reality and next-generation services this year, seeing if it is a viable option for future tournaments.
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“Deltatre is on the cutting-edge of media, technology and sports globally – from live streaming to broadcast solutions to website and mobile application development, they are driving exceptional value for clients and delivering sport to audiences around the world,” Pyne said of his interest in the company.
Bruin Sports Capital is acquiring Deltatre after the company is celebrating its 30th anniversary. It is the fourth venture under the wing of Bruin Sports Capital, whose portfolio of companies includes Engine Shop, On Location Services and Courtside Ventures—three companies operating in different realms of the sports world, from hospitality to marketing.
Bruin Sports Capital will be looking for growth opportunities for Deltatre, focusing mainly on expanding their reach to different markets. Since Deltatre is most influential in Europe, they are hoping they can stretch their scope to places like the United States and Asia. They are also anticipating the business of American sports leagues that are looking to make moves into Europe, such as the NFL, who have been trying to establish themselves in the UK.