Bauer Media rebrands Amscreen following acquisition

Bauer Media Outdoor (BMO) has announced the rebrand of Amscreen, which it acquired in September 2025, renaming it ‘Bauer Media Outdoor Technic’ and further integrating it within the wider Bauer Media Group.

The new BMO Technic division will bring Bauer’s digital screen manufacture fully in-house, providing greater control over the quality and development of its digital out-of-home (DOOH) estate.

Amscreen officially became part of the Bauer Media Group following a sale by well-known business owner, Lord Alan Sugar.

Lord Sugar was Amscreen’s chairman while his son, Simon Sugar, was chief executive officer of the company. Amscreen was the main supplier of Clear Channel (now BMO) screens across the UK and Europe, with installations in countries including Spain and the Netherlands. It also was a key manufacturing partner to BMO for many years.

The rebrand of Amscreen, which is reportedly Europe’s largest manufacturers of digital outdoor signage, marks a major step in BMO’s goal to further expand its out-of-home (OOH) infrastructure in the UK and Europe. 

The purchase of Amscreen follows Bauer Media’s acquisition of Clear Channel Europe in January 2025, which included more than 100,000 advertising spaces and 1,600 dedicated employees.

Bauer’s commercial offering is also set to continue growing as Adshel Live, currently the UK’s largest DOOH network, is predicted to expand to 4,600 screens by the end of 2026.

Focus will remain on increasing the company’s national footprint as part of Bauer’s ‘Life Beyond London’ proposition, which it says will allow brands to reach up to 85% of UK audiences that live outside the M25.

Other new contracts and expansions from BMO include the recently launched Storm Leith Street advertising site in Edinburgh, a new contract to install and operate a network of 300 digital screens across Morrisons supermarkets, and the extension of its Sainsbury’s Live digital retail network.