Repucom Rebranded as Nielsen Sports

Recently-acquired Repucom has rebranded as Nielsen Sports. Leaders and staff will remain in place, the firm says, working from the same location.

The specialist sports measurement and intelligence provider, founded by Australian Paul Smith in 2004, was bought for around US$195m last month, and its sponsorship analysis is now combined with Nielsen's buyer intent and purchase data to provide clients with a deeper understanding of the sports industry.

MD Shane Mattiske (pictured) will continue as co-MD of the company's Australia and New Zealand operations, alongside Guy Port, according to www.mumbrella.com.au .

Mattiske, who was appointed a year ago, told the online publication that given media fragmentation, understanding 'how consumers are consuming their sports content' will be one focus of the company moving forward: 'The Nielsen offering has the ability to see when a fan's in a supermarket deciding what type of cereal to buy, and we're working now to connect that right back through to the marketing activity that brand may have undertaken within sport'.

At the time of publication, the unit's web site is still at www.repucom.net .