Aussie-founded sports agency Repucom rebadges as Nielsen Sports after buy-out

Alex Hayes

July 24, 2016 3:56

The boss of the newly rebadged Nielsen Sports has said brands need to start really understanding the return on investment of their sponsorships, and move beyond the idea of “logo counting”.

Australian-founded global sports marketing agency Repucom rebadged as Nielsen Sports last Monday, after the company was bought out by the research giant last month in a US$195m deal.

Repucom was founded by Australian Paul Smith in 2004 to specialise in measuring and valuing sports sponsorships, with one of its local bosses Shane Mattiske telling Mumbrella the deal will mean it can create more sophisticated tracking systems in the future.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Alex Hayes

Alex Hayes worked for Mumbrella from 2013 to 2017 in roles including editor and head of Mumbrella Bespoke.

Topics