Category: Insights

Esports Economics Podcast Episode 4: the creator marketplace

Aug 12, 2022

This is the forth episode in our six-part podcast series Esports Economics in collaboration with Unofficial Partner. Today’s conversation moves the focus to the subject of influencer marketing: what is it, who is being influenced, how much brand marketing money is being spent, what evidence is there of its impact and what is the effect on the esports sponsorship market more generally? Our guests are Seb Carmichael Brown and...

Quelles évolutions pour le sponsoring sportif depuis 10 ans en France ?

Jun 28, 2022

Nielsen Sports, le leader français et mondial des études et du conseil data-driven dédiés au sport, vous propose un éclairage sur le marché du sponsoring sportif en France et revient en chiffres sur les évolutions et les changements constatés entre 2012 et 2022. Le sponsoring, toujours mieux perçu par le grand public Le sponsoring sous ses différentes formes bénéficie d’une très bonne image auprès des Français, notamment en comparaison...

Driven to watch: How a sports docuseries drove U.S. fans to Formula 1

May 5, 2022

TV programming has a long history of inspiring audiences to get more involved in their passions and pick up new hobbies. In some cases, TV shows have given a lucky few the opportunity to live out their dream jobs, such as Last Comic Standing winner Iliza Shlesinger and Top Chef winner Stephanie Izard.  But TV programming can do more than just fuel internal passions: In the case of docuseries,...

Year in review: sports consumption evolution

Apr 12, 2022

The sports industry continues to adapt to the new habits fans have developed over the last two years, with the pace of change accelerating substantially since the start of the pandemic in 2020. This is evidenced by the increasingly flexible and dynamic approaches to competition formats, fan engagement, and content distribution by the world’s biggest sports properties. TV remains a dominant player, producing large cumulative audiences and significant broadcast time....

Sports sponsorships are raising more than just brand awareness

Mar 16, 2022

The universal breadth and appeal of sports continues to present brand sponsors with significant upside, both through exposure and how well consumers regard brands’ involvement. Combined, sports activations are doing more than boosting brand awareness—they’re leading to higher conversion rates. The higher conversion rates reflect: Increased brand sponsorships following the global ad pullback in 2020 A high level of trust among fans with respect to sponsorships Brand advertising increased...

Sportmarketing-Trends 2022: So verändern Fans das Sportbusiness

Mar 3, 2022

London / Köln, 3. März 2022 – Der Sportmarketing-Trendreport für das Jahr 2022 zeigt auf, wie Veränderungen des Fanverhaltens seit Beginn der Corona-Pandemie bestehende Sponsoring- und Partnerschaftsmodelle beeinflussen und wie sie sich auf Content-Strategien sowie Distributionskanäle im Sportbusiness auswirken. Ein detaillierter Blick fällt zudem auf die Bereiche Kryptowährungsanbieter, E-Sport und Frauensport. Die Ergebnisse sollen Rechtehaltern und sponsernden Marken dabei helfen, wie sie den Wert von Partnerschaften im Sport bemessen...

Fans are changing the game: 2022 global sports marketing report

Feb 23, 2022

Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self. The tried and...

La Formule 1 accélère accélère

Jan 24, 2022

Plus d’un mois après le sacre de Max Verstapppen à l’issue d’une saison d’anthologie, Nielsen Sports vous propose à travers différentes données (audiences, intérêt, résonance digitale et engouement aux Pays-Bas) un retour sur le Championnat du Monde 2021 de Formule 1. Des audiences en forte augmentation en France Les 20 Grands Prix diffusés cette année sur Canal+ ont réuni en moyenne 1,19 million de téléspectateurs soit une augmentation de...

Esports Economics Podcast Episode 3: Mobile Gaming in Asia

Jan 10, 2022

This is the third episode in our six-part podcast series Esports Economics in collaboration with Unofficial Partner. Today’s conversation moves east with a focus on the mobile gaming market in the Asia Pacific region.  Our speakers are Ajay Jilka,  Director of Regional Esports Partnerships at Moonton Games, and Mike Wragg, Nielsen Sports’ Managing Director for Asia Pacific and International Head of Strategy Consulting and Research. Moonton Games was established in...

20 Sportvereine machen sich fit für die digitale Zukunft

Dec 9, 2021

Ludwigshafen / Köln, 9. Dezember 2021 – Breitensportvereine sind davon bedroht, den Anschluss an gesellschaftliche Entwicklungen zu verpassen und an Relevanz in der Bevölkerung zu verlieren. Das Chemieunternehmen BASF möchte dieser Entwicklung mit der Initiative „Sportverein der Zukunft – mit BASF fit für die Digitalisierung“ entgegentreten. Im Rahmen der Initiative wurden daher 20 Sportvereine aus der Metropolregion Rhein-Neckar ausgewählt, um sie speziell auf den digitalen Wandel vorzubereiten. Die Vereine...

Excitement in the air as the 12 month countdown to FIFA World Cup 2022™ begins

Nov 30, 2021

With the FIFA World Cup 2022™ kicking off one year from now, Nielsen is sharing the results of its Nielsen Sports brand tracking study showing a high level of excitement globally in anticipation of the global event in Qatar. As a part of FIFA’s Research Programme, Nielsen surveyed respondents across 28 global markets, and 79% noted that they are “excited” about the upcoming tournament. This scores higher than both...

Le rugby séduit toujours plus les sponsors

Nov 29, 2021

Clubs professionnels, Ligue Nationale de Rugby, comité d’organisation de France 2023 ou même les principaux joueurs du XV de France : à moins de 2 ans de l’organisation de la Coupe du Monde, les annonceurs multiplient les partenariats avec le monde de l’ovalie. Un intérêt toujours prononcé pour le rugby Le rugby s’impose comme l’un des principaux sports en termes d’intérêt chez les Français, et s’inscrit régulièrement dans le...
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