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Nielsen Expands Global Sports Business by Acquiring Repucom Africa from TransAfrica Media

3 minute read | December 2017

Nielsen Sports to Offer Industry-Leading Solutions to Rights Holders & Brands Across Africa

Johannesburg  – Dec. 5, 2017 – Nielsen today announced that Nielsen Sports, the global leader in sports measurement, insights and sponsorship valuation, will expand its footprint in Africa with the acquisition of Repucom Africa, operated by TransAfrica Media. Repucom Africa was a licensee of Nielsen Sports and has been trading as Nielsen Sports South Africa.

The acquisition further strengthens Nielsen Sports’ commitment to providing leagues, teams, federations, brands and agencies in emerging markets with premier solutions that optimize sports sponsorship portfolios and maximize investments in sports.

“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,” said Howard Appelbaum, President, Nielsen Entertainment. “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.”

“We have enjoyed being associated with the incredible Nielsen Sports brand and look forward to watching the business continue to flourish across the continent with Nielsen,” said Sgwili Gumede, Chairman of TransAfrica Media. “This is also an exciting time for TransAfrica Media as we embark on new challenges and adventures for our existing businesses.”

In addition, Nielsen has appointed Kelvin Watt, Group Managing Director of TransAfrica Media, to take on the role of Regional Managing Director of Nielsen Sports in Africa and the Middle East. Watt has more than 20 years of experience in the South African and African sports and sponsorship industry.

“Kelvin was instrumental in bringing Nielsen Sports products and solutions to rights holders and brands in South Africa,” said Glenn Lovett, Global Managing Director, Nielsen Sports. “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.”

Nielsen Sports currently operates in over 100 countries including the top 20 sports markets in the world.


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit and for more information on Nielsen Innovate please visit   


TransAfrica Media is a pan-African sports marketing and communications group with offices in both South and East Africa. The companies within the TransAfrica Media group include: Frontiers Sport & Entertainment, Kaelo Engage and Sport Industry Group. All companies within the group operate as separate and independent entities.


Nielsen Media Relations:Tom Scott,,  mobile + 44 7824 991 579Gina Katzmark,, mobile +1 218 310 2259

TransAfrica Media Relations:Graeme East,, mobile +27 (011) 303 7000