Sportseen

Sports Advertising Servicessportseen.tv

Sportseen LLP is a UK-based specialist sales agency founded in 2006 that connects global brands with sports governing bodies to sell LED perimeter advertising at televised football, rugby, and cricket events, rebranding to TGI Sport in April 2024.

Company typePrivate
Founded2006
HeadquartersLondon, United Kingdom
Headcount1–10
GTM typeB2B
OfferingServices

What Sportseen does

Sportseen LLP is a UK-incorporated limited liability partnership founded in 2006 that operates as a specialist B2B sales organisation connecting global brands with sports governing bodies and rights holders to deliver perimeter advertising at televised live sports events. The company's core product is LED perimeter advertising systems installed at football stadiums, international rugby venues, and cricket grounds, enabling brands to display dynamic creative messages and animations around the entire perimeter of the playing area, with an in-house production team supporting LED animation and creative design. Sportseen monetises its inventory on a transaction-based model, selling advertising on a per-minute-of-match-time basis for most sports and on a per-90-balls/15-overs basis for cricket Test matches, with credit terms of net 7 days from invoice and 3% monthly interest on late payment.

The business operates on a relationship-driven direct sales motion led by individuals with 70+ years of combined specialised market experience, and claims to be the number one agency of its genre in the UK. To date, Sportseen has delivered more than 1,000 fixtures at marquee venues including Wembley, the WACA, BT Murrayfield, and the Maracanã, and serves a diverse roster of enterprise advertisers such as Pepsi, Disney Plus, Canon, Alfa Romeo, Tissot, STIHL, and Sage. The company is registered in Putney, London, holds no disclosed patents, certifications beyond GDPR compliance, and has no institutional investors or parent company identified. In April 2024, Sportseen rebranded to TGI Sport, indicating a strategic consolidation of its corporate identity.

Sportseen firmographics

Firmographics

Name: Sportseen
Legal name: Sportseen LLP
Website: https://sportseen.tv
Company type: Private
Founded year: 2006
Operating status: Operating
Headcount range: 1–10 employees
Short description: Sportseen LLP is a UK-based specialist sales agency founded in 2006 that connects global brands with sports governing bodies to sell LED perimeter advertising at televised football, rugby, and cricket events, rebranding to TGI Sport in April 2024.
Ownership category
akta.pro rank

Sportseen industry classification

Industry

Product category: Sports Advertising Services
NAICS: Media Buying Agencies (541830)
SIC: Services-Advertising Agencies (7311)
akta.pro primary industry: Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)
akta.pro secondary industries: Sponsorship & Sports Media Rights Buying (MPAAABAO), Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF)

Keywords

Perimeter advertising sales
LED sports advertising
Stadium venue branding
Sports rights representation
Sports advertising agency

Where Sportseen is headquartered

Location

Headquarters

HQ city: London
HQ country: United Kingdom
HQ region: Europe

Offices1 record

Markets served

Sportseen business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

Perimeter Advertising Sales: Advertising sold on per minute of match time basis for most events. For cricket Test matches, advertising sold on basis of up to 90 balls/15 overs per day of the relevant Test. Refunds only applicable if Test is cancelled or has less than 100 overs play in total.
LED Perimeter Signage: Revenue from LED advertising systems offering brands sophisticated creative messages and animations delivered across entire perimeter of playing areas, particularly effective at UK International Rugby Union venues.

Pricing tiers

Model	Billing	Price
Transaction based/ take rate	Pay-as-you-go	Custom advertising packages negotiated per event

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Sportseen product offering

Product offering

Core offering

Sportseen is a specialist sales organisation that sells perimeter advertising at televised sports events. The company represents sports governing bodies and rights holders to connect global brands with LED perimeter advertising inventory at football stadiums, international rugby venues, and cricket grounds. Advertising is sold on a per-minute of match time basis, with an in-house production team providing LED animation and creative design services.

Product overview

Sportseen is a specialist sales organisation that delivers branding solutions at televised sports events. The core offering consists of perimeter advertising at major sporting venues (football stadiums, rugby venues, cricket grounds) with exclusive rights at key locations. The company operates LED advertising systems enabling animated brand messaging. In-house design and creative services support LED animation production. Services are sold primarily on a per-minute of match time basis. Note: Sportseen rebranded to TGI Sport in April 2024.

Differentiator

Problem solved

Functional benefit

Products and services

Perimeter Advertising

Quantifiable outcome

1,000+ fixtures delivered across football stadiums, international rugby venues and cricket grounds globally

Companies that use Sportseen

Customer profile

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Sportseen technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

Sportseen partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Sportseen competitors and assessment

Company assessment

Direct peers

TGI Sport: Sportseen was rebranded to TGI Sport in April 2024; same legal entity, same perimeter advertising sales business at sports venues. As the successor brand, TGI Sport is the most direct reference point for the company's current operating profile.
RCS Sport: Italian sports marketing and event management company organizing major cycling and other sports events, with own sponsorship sales capabilities. Comparable to Sportseen in selling premium sports sponsorship inventory and on-venue signage to brands.
Infront Sports & Media: Leading sports marketing company selling media and marketing rights for rights holders (including football, winter sports, and rugby). Competes directly with Sportseen for perimeter advertising rights and on-venue sponsorship sales across European football and rugby.
Sportfive: Global sports marketing agency that sells sponsorship, media rights, and perimeter/LED advertising for major sports rights holders across football, rugby, and other sports. Directly competes with Sportseen for perimeter advertising sales mandates at European and international venues.

Broad incumbents

Mediapro: Spanish media and sports rights group that produces LaLiga broadcast content and sells advertising. Overlaps with Sportseen's perimeter advertising work in LaLiga stadiums and broader in-venue sports advertising.
Lagardère Sports: Large, established sports marketing and rights agency offering sponsorship sales, hospitality, and content services across global sports. Overlaps with Sportseen's brand-to-rights-holder brokerage model at the perimeter/in-venue advertising layer, but as a much broader portfolio player.
DAZN Group: Global sports streaming platform that is reshaping sports rights distribution and increasingly integrating advertising sales. Represents both a potential competitor and a structural shift in how sports advertising inventory is monetized, with implications for perimeter agencies.
Omnicom (Sports/OMG): Global advertising holding group with dedicated sports sponsorship and media buying units (including Omnicom Media Group). Provides comparable brand-side sponsorship buying services that overlap with Sportseen's perimeter advertising offering from the demand side.
Octagon: Global sports marketing agency (IPG Mediabrands) providing sponsorship consulting, athlete management, and rights sales. Comparable to Sportseen in connecting brands with rights holders, though scope is broader and includes consulting and athlete representation.

Regional players

Dorna Sports: Commercial rights holder for MotoGP and other motorsports; manages its own advertising and sponsorship sales at venues. Comparable to Sportseen's position as a rights-holder-aligned advertising sales operator, though focused on motorsports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Sportseen compliance and trust

Trust signal

Compliance1 record

Sportseen financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Sportseen leadership team

Management profile

Number of profiles

Sportseen funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Sportseen M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sportseen

What does Sportseen do?

Is Sportseen a public or private company?

Sportseen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Sportseen founded?

Sportseen was founded in 2006. It employs 1 to 10 people.

Where is Sportseen based?

Sportseen is headquartered in London, United Kingdom, in the Europe region.

How does Sportseen make money?

Two revenue lines are on record. Perimeter Advertising Sales are the primary driver. The others are LED Perimeter Signage.

Who are Sportseen's main competitors?

Direct peers on record are TGI Sport, RCS Sport, Infront Sports & Media and Sportfive. Broad incumbents are Mediapro, Lagardère Sports, DAZN Group, Omnicom (Sports/OMG) and Octagon. Dorna Sports is listed as a regional player.

Does Sportseen have an API?

No public API is recorded for Sportseen.

What industry is Sportseen in?

Sportseen's product category is Sports Advertising Services. Its primary akta.pro industry code is MPAKALAK, Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting), with a secondary code of MPAAABAO, Sponsorship & Sports Media Rights Buying. Its NAICS code is 541830 and its SIC code is 7311.