YouGov Buys Rest of SMG Insight

YouGov has acquired the remaining 80% of sport specialist SMG Insight, eight years after its initial investment.

YouGov says the deal gives it opportunities to develop new syndicated data products for the sector.

SMG, which this week opened an Australian office, specialises in media measurement and sponsorship evaluation in the sports sector; has operations in the UK, US, UAE, India and Australia, and partners with contacts and sponsors including the ATP World Tour, Emirates and the Volvo Ocean Race. Founder and MD Frank Saez, who owned the 80% stake just acquired, will continue in his role leading the team of 55 employees. With more than fifteen years' experience in the field of global sports business analysis and research, Saez has developed and led multi-million pound research agencies including IFM Sports Marketing Surveys and Comperio Research, a division of IMG.

Frank Saez, Managing Director of SMG Insight comments: 'We have worked closely with YouGov since we first opened our doors and have built a strong relationship over that time. Bringing SMG Insight's sports expertise and innovation together with YouGov's reach and technology will create a really powerful proposition for the sector. The deal cements the reputation we've earned in the industry as the people to come to for new ideas.'

Stephan Shakespeare, CEO of YouGov comments: 'For the SMG team, this represents a logical and exciting development as they see a strong partner of many years become a strong and committed parent. Frank and his team are leaders in the industry, and this deal represents another positive step in line with our guiding strategy: to align differentiated products and services in a single connected data system and generate new opportunities for growth.'

Web sites: www.smg-insight.com and www.yougov.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.