Lord Sugar’s Amscreen changes hands in DigiCom deal

Amscreen, the digital out-of-home (OOH) advertising network, has been sold to Tom Goddarrd’s DigiCom in a complete role-reversal involving the same two parties dating back to 2011.

The financial details of the transaction were not publicly disclosed, but an announcement detailing the acquisition claims all 3,500 of Amscreen’s OOH displays will be transferred to DigiCom, along with its current staff.

The deal also sees DigiCom entering into a partnership with Amscreen who will provide full technology and service support for the advertising screen networks.

The sale of the Lord Sugar-owned business makes DigiCom one of the largest digital OOH, according to the outfit owned by Goodard, who had previously served as deputy chairman of Amscreen, as well as chief executive of CBS Outdoor (now Exterion).

Goddard added: “Digital out of home is undoubtedly one of the fastest growing and most exciting sectors to be in - the Amscreen Media network acquisition offers DigiCom a huge foot print across the UK and access to an excellent product powered by Amscreen.”

The deal also marks a complete role-reversal of a 2011 deal that saw Amscreen acquire the sales and marketing operation of DigiCom, as it sought to further its expansion across Europe.