REPUCOM & SPORT+MARKT Combine Forces

Australian-American sponsorship research firm, REPUCOM, and Cologne, Germany-based consultancy, SPORT+MARKT AG, have formed a strategic alliance with the assistance of a New York investment group.

Both REPUCOM and SPORT+MARKT will continue to operate under their respective brands, as will other companies that may join the group according to a statement released. While REPUCOM has focused on the measurement side of sponsorship, SPORT+MARKT will brings over 20 years of planning and strategy experience, as well as over 500 global employees, to the partnership.

"This cooperation really is about bringing a truly consolidated offering to the global sports market," said REPUCOM CEO Paul Smith. Founded in Australia in 2004, REPUCOM has offices in ten countries around the world with its headquarters in Stamford, Connecticut.

"After 25 years creating leadership in Europe, we felt it was time to explore a truly global offering," Hartmut Zastrow, one of the founders of SPORT+MARKT, remarked on the deal. "REPUCOM was the perfect fit for us; between the two businesses we now have offices in 14 markets globally and our philosophies are completely aligned."

Terms of the alliance were not released, but a statement says the deal was funded by the GF Capital Private Equity Fund, LP, a New York-based private equity firm focused on investments in the media and branded consumer products sectors.