Nielsen has completed its acquisition of a sports measurement company.
The price and terms for Repucom were not disclosed.
Nielsen says the move will help the audience measurement firm expand sports offerings globally. The company notes the global spend on sports sponsorships has nearly doubled since 2010, from $35 billion to $60 billion.
The acquisition includes Repucom’s operations, data, advanced analytic IP and tools and ongoing client work.
“Sports is a galvanizing force that unites consumers, brands and advertisers, and the sports marketing economy continues to grow each year,” said Howard Appelbaum, President, Nielsen Entertainment. “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 founded Repucom in Sydney, Australia in 2004. The acquisition validates the company’s business model and represents Nielsen’s sports expansion into China, Mexico and Russia. “Businesses that operate in sports today have a much more sophisticated view on data.”