Former Visa sponsorship chief MICHAEL LYNCH has joined sports and media valuation researcher Repucom to head its U.S. consulting practice. Lynch said the consulting arm was a natural extension of Repucom’s expertise in research, sports media and sponsorship, as the company evolves from a data provider to more of a strategic consultancy. “There’s a lot of market research companies and sports marketing companies with some research capabilities," said Lynch, who ran a Visa sponsorship portfolio which included the Olympics, NFL and FIFA World Cup, “but there’s an absolute void in the industry, and a critical need for qualitative research for properties, brands and rights holders. That’s the need we’re hoping to fill." Lynch said the service offerings will include research backed with consumer insights, data analytics, sports marketing and sponsorship consulting, and media rights negotiations -- all aimed at properties, brand marketers and media rights holders. Repucom also hopes to work with other agencies, but will not be in the activation business. He said, “We’re just doing strategic counsel and providing data to make big sports spending decisions easier." Repucom’s domestic consulting business already has a handful of employees, but is much more mature overseas, where clients include EPL club Manchester City and UEFA. Repucom has around 180 clients in the U.S., including around 80 of the 122 teams from the big four leagues and most NASCAR teams. Lynch will remain based in the S.F. area and open a Repucom office in Silicon Valley. He will report to Repucom President of Global Strategy GLEN LOVETT. Lynch was at Visa from '95-'12, last holding the title of Senior VP/Partnership Marketing. He was CMO and CRO at the Association of Surfing Professionals from April '13-March '14.
