In 1997, Pacific acquired Sports & Outdoor Media (SAOML) for £2.3 million. SAOML controlled the perimeter advertising at test match cricket grounds in the UK. In 1998, SAOML acquired the Boyer Group, a leading Australian Sports advertising business, and the combined group was floated on AIM with a market capitalisation of £20 million becoming Sports & Outdoors Media International PLC (SOMI).
It became the exclusive operator of advertising for all of the UK's test match cricket grounds, numerous Premier League Football Clubs in the UK, all of the major sporting stadia in Australia and all of the spectacular outdoor advertising at Sydney and Brisbane airports. SOMI was sold for an enterprise value of £65 million in 2000.