A digital media group that supports Orange, William Hill and Sony has been valued at £45.5 million after its chief executive led a buy-out of the business.

David Pattison bought i-level Group, a display advertising, search marketing and affiliate management provider, with the backing of private equity firm ECI Partners.

The buy-out team hold a 40 per cent share of the company post completion, with ECI taking a controlling stake in exchange for its investment.

ECI’s support not only covers the cost of the buy-out, but also provides management with the funds needed to grow the business.

Pattison said following the deal he is excited about i-level’s future. “With ECI we now have the perfect investor to provide support and a significant war chest for UK and international investment and acquisitions.”

ECI’s investment was arranged by David Ewing, who said he decided to back the deal due to the growing digital marketing sector and the strength of the company’s management. “We are excited about the opportunity to support the continuing growth of the business.”

i-level’s shareholders decided to sell the business after approaching Simon Nicholls, managing director of Ingenious Corporate Finance, to discuss their options.

Nicholls’ team then negotiated the deal with management in a bid to keep the business independent and structured the buy-out.

i-level was established nine years ago by Andrew Walmsley and Charlie Dobres and today generates revenues of some £100 million. The group comprises four divisions: i-level, a digital media planning and buying agency; Generator, a web usability and conversion consultancy; Premier Affiliate Network, a specialist affiliate network; and Jam, which focuses on social networking.