Sportsworld Australia, earlier a part of the Sportsworld Media Group, has changed ownership and is now christened Sportsbrand Media Group.

Sportsbrand carries forward the heritage of over 10 years in creation and production of quality sports programming and reflects the growing importance for producers to understand brand communications, says an official release.

The programming portfolio, that is envisaged to increase over the coming months will be driven by the demands of broadcasters and advertisers' requirements, it adds.

Says Sportsbrand Media Australasia MD Matthew Pearce, "Our name change does not mean cultural or personnel change. Our team remain committed to service of the highest standard."