NEWS21 October 2021

YouGov rebrands Canadian sports research consultancy

Leisure & Arts M&A News North America

UK & CANADA – International research and data analytics group YouGov has rebranded Charlton Insights, the Canadian sports research business it acquired in March, as YouGov.

Toronto CN tower viewed through maple leaves

The move brings YouGov’s Canadian operation into line with its other entities across the world. It comes after a period of consolidation and growth for the company.

YouGov acquired Toronto-based Charlton Insights earlier this year to expand YouGov Sports’ presence in Canada. YouGov now offers daily tracking of Canadian consumer sentiment for brands, teams and sports leagues.

Gordon Hendren, managing director for Canada, YouGov, said: “Canada is such a key strategic market for YouGov, and this move brings everything in line under one roof. Our clients are already well-versed in online research and they like that YouGov’s data products and services allow them to take control of the research experience.”

YouGov’s Canadian data is integrated with its global connected dataset, which combines its BrandIndex and Profiles products, together with tools such as DestinationIndex and Global Gambling Profiles.

The Canadian arm also offers international data to clients who require analytics outside of the domestic market.