Nielsen acquires Repucom Africa

Nielsen acquired Repucom, a global provider of sports measurement, in 2016. Repucom Africa was previously a licensee of Nielsen Sports and had been trading as Nielsen Sports South Africa, operated by TransAfrica Media.

The acquisition will enable Nielsen Sports to provide leagues, teams, federations, brands and agencies across Africa with sports measurement solutions.

Howard Appelbaum, president, Nielsen Entertainment, described South Africa as a “growing and passionate sports market”, adding: “We’re excited to build on the success of the current business by serving clients with new and enhanced offerings throughout Africa.”

As part of the deal, TransAfrica Media group managing director Kelvin Watt has been appointed to the role of regional managing director of Nielsen Sports in Africa and the Middle East. Glenn Lovett, global managing director, Nielsen Sports, said: “[Watt’s] track record, client relationships and expertise in sports sponsorship, marketing and media rights will be valuable as we supercharge the Nielsen Sports business in Africa and the Middle East.”