Ibope Media, a joint venture between Grupo IBOPE and Kantar Media, and Repucom, a member of the RSMG Insights group, today announced an agreement to launch a comprehensive sports marketing research service in Latin America, excluding Brazil.
The cooperation will begin operations under the name IBOPE/Repucom Sports in Buenos Aires, Argentina, with additional services across the region’s Hispanic countries coming on line through the remainder of the year.
“We have followed the growth of the sports sector in Latin America and have considered various means of entry; however an appropriate partner was key to a successful rollout of services. IBOPE Media is the logical fit in this regard”, Paul Smith, CEO of Repucom, said.
“Sport is at the forefront of Latin American society and, as a research leader in the region, IBOPE Media was seeking to deliver world-class service to the region and the sports sector in particular. We saw the opportunity to partner with Repucom, the global segment leader, as being an ideal outcome”, Carlos Augusto Montenegro, Grupo IBOPE's president, said.
“In keeping with Kantar Media's long-standing relationship with IBOPE Media we have greatly enjoyed working alongside them to develop critical additional media research services that focus on the rapidly-growing sports sponsorship sector. We are greatly looking forward to playing a role in this venture and excited to offer Kantar clients the additional insight into the Latin American market that it will bring”, Richard Brinkmann, Head of Kantar Sports, said.