Market Sports Online sold to GPI Group

A Melbourne-based family business, Market Sports Online (MSO) is Australia’s leading, authorised reseller of AFL merchandise. It distributes genuine AFL-endorsed products to consumers via its website. The Business stocks the largest range of AFL products in Australia, with more than 180 product lines. It holds strong relationships with AFL merchandise suppliers, who form part of a supply chain tightly controlled by the AFL. MSO’s strong market positioning together with its effective marketing activities and stock management systems enabled its fast growth since the Business’s establishment in 2012.

Custom Research: 325+ prospective buyers

Hotlist: 25 direct C-Level calls

Expressions of Interest: 13

The purchaser, GPI Corporate, is a leading Australian supplier of Fully Integrated Promotional Marketing Solutions to Australian businesses. This acquisition facilitates GPI Corporate’s move into online business-to-consumer channels – boosted by the strong AFL brand.

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