Repucom CEO Paul Smith said: “We see social media as the ultimate focus group for sports marketers. Crimson Hexagon’s platform helps to distill the online conversation around leagues, teams, athletes, events and issues for our clients.

“Our media tracking products tell us what the consumer is being exposed to. Social media monitoring tells us how they are reacting to and interacting with what they’re seeing. Traditional research techniques tell us who these people are, and how their perceptions and behaviours are changing over time.”