MarketCast buys sports research firm Turnkey

Philadelphia-headquartered Turnkey Intelligence provides research, consulting and analytics to 250 clients, including sports teams and leagues, agencies and brands.

The move will extend MarketCast Group’s capabilities, which currently cover the media and entertainment industries, specialising in film, TV and video games.  

Post-acquisition, the company will sit alongside social media analytics and insights company Fizziology, which was acquired by MarketCast in 2017. The two will work together to offer sponsorship and fan experience insights to clients.

The deal will see Len Perna, founder of Turnkey Intelligence, join a newly created Turnkey Intelligence advisory board. The company will continue to be led by its current executive leadership team.

Henry Shapiro, chief executive at MarketCast Group (pictured), said: "We are thrilled to welcome Turnkey Intelligence and this talented management team to MarketCast Group. Adding a data-driven leader in the world of sports research and analytics gives us a 360-degree view into how people spend their free time and invest their passion."

MarketCast Group, which is owned by private equity firm Kohlberg & Company, recently brought its three agencies (MarketCast, Fizziology and Insight Strategy Group) together under the same name.

David Lorch, vice-president at Kohlberg & Company, said: "This acquisition, our second add-on in the past year, provides a significant step forward in MarketCast Group’s goal of becoming the global leader in the consumer insights industry."