Nielsen Sports has acquired sports broadcast measurement business Repucom Africa for an undisclosed sum.
Repucom was acquired by Nielsen last year, and Repucom Africa was previously one of Nielsen Sports' licensees - it traded as Nielsen Sports South Africa, and was operated by sports marketing and communications group TransAfrica Media. Nielsen Sports says the buy further strengthens its commitment to providing leagues, teams, federations, brands and agencies in emerging markets with solutions that optimize sports sponsorship portfolios and maximise investments in sports.
Howard Appelbaum, President, Nielsen Entertainment, comments: 'South Africa is a growing and passionate sports market, and TransAfrica Media has done a tremendous job of introducing Nielsen Sports data, products and consulting services in this region. We're excited to build on the success of the current business by super-serving clients with new and enhanced offerings throughout all of Africa'.
As part of the deal, Nielsen has appointed Kelvin Watt (pictured), Group MD of TransAfrica Media, as Regional Managing Director of Nielsen Sports in Africa and the Middle East. Watt has more than twenty years of experience in the South African and African sports and sponsorship industry. Glenn Lovett, Global MD, Nielsen Sports, comments: 'Kelvin was instrumental in bringing Nielsen Sports products and solutions to rights holders and brands in South Africa. His tremendous track record, client relationships and expertise in sports sponsorship, marketing and media rights will be extremely valuable as we supercharge the Nielsen Sports business in Africa and the Middle East'.
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