QMS Sport rebrands to Media & Tech division of TLA

Paige Murphy
By Paige Murphy | 5 August 2020
 
Mark Pejic.

QMS Sport will transition to the TLA brand and formally become a business unit of TLA to strengthen its position as Australia’s leading sport marketing agency.

The move follows QMS’ $32.7 million acquisition of TLA Worldwide last year.

QMS Sport will now be renamed Media & Tech and will operate alongside TLA’s existing business units that span the entire sporting ecosystem, including events, marketing and communications, digital and content, sales, talent management and merchandise.

The Media & Tech division will continue to be led by Mark Pejic.

Its launch coincides with a new visual identity for TLA that includes an updated logo and visual expression to reflect the combined offering.

TLA’s updated brand mirrors that of its international parent company TGI Sport.

Based across Europe, South America and the USA, TGI is a technology driven sports rights, infrastructure and operations business delivering broadcast and in-stadium technologies that are helping to shape the future of sport event experiences globally.

QMS Group CEO Barclay Nettlefold says the move signals a new chapter for the business.

“Our vision is to become a globally recognised sports agency enabled by technology, experience and data," Nettlefold says.

"We want to provide integrated digital sports solutions via media rights, infrastructure, talent management and merchandise that will deliver advertisers, brands, sponsors, sporting codes and clubs with a unique and powerful platform to engage this highly valued sports audience.

“TLA’s brand integration with TGI and enhanced service offering marks the next phase in the organisation’s development into a globally integrated technology sports platform.”

TLA CEO Craig Kelly says the introduction of Media & Tech and the formal coming together of TLA and QMS Sport, has "re-energised" the company's brand identity and the addition of the new signage capabilities provides TLA’s network with another touchpoint to fans.

“Our people and our business have been invested and passionately driving sport for over 25 years and COVID-19 has seen the global sporting world reset and need to realign in operating efficiencies," Kelly says.

"The introduction of Media & Tech into the TLA family allows us to support the codes, the stadiums, the talent, the brands and most importantly connect with the fans via new technology and streamline productivity for all."

The new brand for TLA will be implemented across the remainder of 2020.

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