The deal includes all of Repucom’s operations, data, advanced analytic IP and tools and ongoing client work.

Howard Appelbaum, president, Nielsen Entertainment, said: “Sports is a galvanising force that unites consumers, brands and advertisers, and the sports marketing economy continues to grow each year. Our acquisition of Repucom creates tremendous momentum for Nielsen. This combination of data and measurement capabilities strengthens our clients’ position in the market, increases campaign effectiveness and connects their brands with passionate sports fans."  

Paul Smith (pictured), founder of Repucom, said: “This acquisition represents the validation of Repucom’s business model and is an important turning point for the entire sports marketing economy. Nielsen is making a significant investment in its global sports offering; this acquisition marks an expansion into China, Mexico and Russia. Businesses that operate in sports today have a much more sophisticated view on data. Decisions that were previously made based on emotional connections are now centred on insights and grounded in robust data.”