Bruin Capital takes majority stake in PlayGreen, world's leading turf management company

Bruin Capital is acquiring Dutch turf management company PlayGreen, according to SBJ’s Chris Smith. The deal will see Bruin take a majority stake in the world’s leading turf management company, which comprises subsidiaries Stadium Grow Lighting -- the company’s client-facing sales arm -- and engineering firm ALVA Technology. Financial details of the transaction were not disclosed, though a source familiar with terms of the investment said it values the company at over $100M. PlayGreen President Mark Trübenbacher said the company has a clientele of some 550 natural grass facilities, which represents more than 20% of the total pro stadium market and more than 90% of the 600 or so stadiums that use grow-light technology. The vast majority of the company’s clients are soccer teams. Bruin’s investment will enable the company to make a greater push into the United States -- where Trübenbacher said PlayGreen does around 12%-15% of its business -- and into new sports including golf and collegiate athletics (SPORTS BUSINESS JOURNAL, 4/29 issue). DealBook notes that the deal values PlayGreen "at about" $120M. Trübenbacher said that with all the data that SGL’s systems collect, his company “will eventually introduce A.I. to help automate turf management” (N.Y. TIMES, 4/29).