YouGov has acquired SMG Insight and launched a sports division.

The data and insights firm completed its acquisition of the sports media measurement provider and has now launched YouGov Sport.

It has owned a fifth of SMG Insight for the last decade and now competed a deal for 100 per cent of the business.

Stephan Shakespeare, Chief Executive of YouGov, said: “Our proposition in the sports sector is proving to be a great success. The completion of this deal will allow us to more effectively build on this momentum.”

SMG Insight has offices in Australia, the US, the UK, UAE and India.

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