Category: Market Research

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...

A tale of two teams–and their fans

Feb 9, 2022

The word fan comes from the word fanatic, meaning an enthusiastic devotee, usually as a spectator. And on Sunday, February 13, there will be inspiring moments both on the field and on screen–for fans around the globe to experience.  Not surprisingly, the NFL is the most popular sports league among Americans; 92 of the top 100 most watched telecasts in 2021 were either live NFL games or NFL studio...

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...

Slam dunk: How crypto brands are making a splash with the NBA–and fans

Dec 22, 2021

Despite the recent proliferation of cryptocurrency in Americans’ lives—hello, Elon Musk on Saturday Night Live—cryptocurrencies have some ground to gain before they become ubiquitous with consumers and their finances. But they have quickly become omnipresent across the global sports industry. The significant rise in crypto sponsorship deals provides massive visibility to the budding industry–yet these crypto brands will eventually need to extend their efforts beyond naming rights, logo patches...

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...

Studie zur Stadionrückkehr von Fußballfans während der Corona-Pandemie

Nov 4, 2021

Der Spielbetrieb der deutschen Profi-Fußballligen für die aktuelle Saison ist in vollem Gange. Und mit jedem Spieltag kehren mehr Fans und Zuschauer auf die Tribünenplätze und VIP-Bereiche der Vereine zurück. Haben sich Corona-Lockdowns und einschneidende Beschränkungen im Alltag aus den Köpfen der Gesellschaft gelöscht? Nielsen Sports hat gemeinsam mit der Sportmarketingagentur SPORTFIVE im vergangenen August eine repräsentative Studie durchgeführt, um während der Corona-Pandemie die Bereitschaft zur Stadionrückkehr unter Fußballfans...

Sports Fans Want Social Distancing as NFL and NBA to Start New Seasons at Full Capacity

Sep 9, 2021

After more than a year-and-a-half of starts and stops amid the disruption of the coronavirus, sports fans are eager for the arrival of the 2021 NFL season. As the most lucrative professional sports league in the U.S., the league is ready to welcome fans back to the 30 stadiums that host the 32 competing franchises. And to that effect, all stadiums are slated to allow full capacity when the...

Sports Betting: Who’s in and how much of an opportunity do they represent?

Jun 16, 2021

Turn on any live sporting event these days and you’ll likely see an abundance of ads during the commercial breaks enticing engaged fans to get in on the action by betting on various aspects of the games and matches they’re watching. Already a $154 million game in U.S. local TV spot advertising, online sports betting is the latest way that a handful of prolific gambling brands are tapping into...

Quarterbacking Positive Change Through Sports

Jul 29, 2020

When history is set, former NFL quarterback Colin Kaepernick’s decision to kneel during the Star-Spangled Banner back in 2016 to protest reported police brutality and oppression against people of color, it will be viewed as a key moment in the long fight for racial equality in the U.S. Almost four years later, as tensions around racial injustice couldn’t be higher, the sports industry remains a key arena for activating...

U.S. Sports Bettor Syndicated Research Report

Nov 5, 2018

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