QMS Media has revealed plans to become "the leaders" in virtual sports signage rights across elite sporting codes.
Speaking its annual general meeting last week, QMS Media CEO Barclay Nettlefold said 2018 had been a successful year for its sports rights business, which falls under the QMS Sports division.
During the 2018 financial year, QMS upped its access to 812 individual sporting and event content plays, which has led to QMS sport becoming the largest single 'on-field' media rights holder in Australasia.
"We believe that there is significant additional potential in sport, both domestically and internationally," Nettlefold said.
"We have extended our provision of infrastructure and content through our majority interest in key internationally recognised sports media companies. These acquisitions provide access to over 1,750 events globally and to some of the most exclusive and well-known sporting associations, clubs and codes."
QMS chairman Wayne Stevenson, a former CFO for ANZ across APAC, Europe and America, added that the decision to invest heavily in digital sporting assets will continue to fuel the businesses global expansion, labelling the market as "untapped potential".
"Internationally, we are seeing a considerable shift in the strategic value of being placed on a multi-platform media approach," he said.
"The opportunity exists for us to amplify our approach, by realising the untapped potential of digital sport as we expand our footprint across digital sports media and technology globally."
Former IPG Mediabrands Melbourne chairman Mark Pejic quietly joined QMS earlier this year, leading its sports media and technology division.
Pejic, who was former CEO of GroupM's MediaCom from 2003-2015, leads QMS Sport. He will be key to how the business ramps up it local expansion, competing with the likes of growing sports marketing agencies, including Dentsu Aegis Network-owned MKTG, which has also made a significant investment into the sector this year.
QMS continued to grow its Australian media revenue, which was up 35%, close to four times the amount of the industry average of 9%.
The strong performance of local business was supported by the company's continued investment into digital outdoor, which now represents 79% of Australian media revenue.
Nettlefold pointed to roadside billboards as the standout assets within the Australian business, which is the fastest growing subcategory for QMS, delivering a further 35% growth.
"There has never been a more exciting time to be in the media industry. Our reputation is as different as it is distinctive and what sets us apart, is that we remain a vital industry player," Nettlefold said in reference to the recent OOH mergers.
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