Repucom rebranded as Nielsen Sports after $260 million sale

Australian-founded global sports marketing agency Repucom has been rebranded as Nielsen Sports following the company having been purchased by the research giant last month in a $260 million deal.

Repucom was founded by Australian Paul Smith in 2004 – backed by investors including Crown Resorts Chairman Robert Rankin, current Australian Rugby Union Chief Executive Bill Pulver and former ASX director Russell Aboud - to specialise in measuring and valuing sports sponsorships,

Repucom now has global annual revenues estimated at about $100 million and has grown to a business that employs 1,400 people in 23 offices in 14 countries with sports bodies such as the NFL, NBA, FIFA and English Premier League among its clients.

Expanded from Smith’s former venture, Total Sport & Entertainment, in recent years Repucom has grown to provide consumer research and consulting services, for both sports bodies and sponsors, which led to the business having rapid growth over the past five years as it embarked on an aggressive acquisitions strategy of other sports marketing and consulting firms around the world.

Smith recently told the Australian Financial Review, “we are only a sports business, that's the reason for our success.

"So we really know the sports business so we can deliver our services and appreciate how people use our information.”

Commenting on the coming together of the companies, Repucom Australia joint Managing Director  Shane Mattiske stated “we’re very, very excited about this partnership with Nielsen, and already we can see huge value in joining the old Repucom offering together with this huge depth of data and insight that Nielsen provides across the broader landscape, whether they are digital insights, social media or digital measurement.” 

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