NEWS5 March 2021

YouGov aquires Canadian sports research agency

Leisure & Arts M&A News North America

CANADA – International research and data analytics group YouGov has acquired Toronto-based research and consulting agency Charlton Insights.

Toronto CN tower viewed through maple leaves

Charlton Insights has been wholly acquired on a three-year earn-out based on expanding YouGov Sports’ presence in Canada.

YouGov said that acquiring Charlton Insights would allow it to strengthen its proprietary panel in Canada and expand quicker than previously anticipated. The two companies have a pre-existing working relationship.

Charlton Insights has long-term relationships in Canada with the National Hockey League, National Basketball Association and Major League Baseball.

Stephan Shakespeare, chief executive and co-founder of YouGov, said: “With its belief in the power of data driven insights and our tremendous success in the sports sector, Charlton Insights is the perfect fit for us.

“Canada is a major sports market and through this acquisition we can better serve the industry within Canada, across North America and around the world.”