MTG has acquired 22 per cent of Engage Sports Media (ESM) with the option to increase its shareholding in the future. ESM enables premium sports rights owners to digitalise and monetise their content for global audiences, by making it available online, on demand and on mobile. ESM partners include leading owners and brands in Football, Rugby, Cricket, Motorsport and Horse Racing, which will together attract one billion online views this year.
ESM enabled the digital video activation of the Rugby World Cup 2015 which delivered more digital video views globally than the London 2012 Olympics, and also works with the BCCI and Indian Premier League. ESM also produces branded video projects for major advertisers, which have included DHL, Dove, HSBC, Vauxhall and SocGen. ESM is a profitable company.
“This investment reflects our focus on becoming the leading digital video entertainment company in each of our markets, and our strategy to invest in relevant, complementary and scalable digital brands, content and communities. We are happy to team up with this talented company and the strategic fit is compelling. Sport is in the DNA of both our companies and there are many benefits of working together more closely in terms of digital premium product development and distribution”, commented Arnd Benninghoff, CEO of MTG.