Category: News

Partnership Lifecycle: Strategie und Planung

Aug 8, 2021

Wie legt man den strategischen Grundstein für erfolgreiche und nachhaltige Investitionen in Partnerschaften im Bereich Sport und Entertainment? Zur Beantwortung dieser Frage hat Nielsen Sports die “Partnership Lifecycle”-Serie erstellt und geht im Whitepaper “Strategie und Planung” detailliert auf die erste Lifecycle-Phase ein. Im einleitenden Whitepaper zum Thema hat Nielsen Sports bereits für eine zeitgemäßere Auffassung von Partnerschaften und Sponsorings im Bereich Sport und Entertainment plädiert. Vor dem Hintergrund des anhaltend...

Die Stärke von Partnerschaften in Sport und Entertainment

Jun 21, 2021

Seit über einem Jahr hat die Covid-19-Pandemie das öffentliche Leben fest im Griff. Massiv betroffen von diesen Entwicklungen ist auch die Sport- und die Entertainment-Branche. Eine Branche, die in großen Teilen von Vor-Ort-Zuschauern lebt – sowohl atmosphärisch als auch wirtschaftlich – und pandemiebedingt wenn überhaupt nur noch medial konsumierbar ist, ringt gegenwärtig nach alternativen Handlungsoptionen, um unter Einhaltung der gesetzlichen Vorgaben zu überleben. Damit fungiert die Pandemie in Teilen...

E-FOOTBALL IN DEUTSCHLAND

Jan 28, 2021

München / Köln, 1. Februar 2021 – Erstmalig hat die Sportmarketingagentur B2Sports die E-Football-Spieler*innen in Deutschland analysiert. Gemeinsam mit dem führenden Forschungs- und Beratungsunternehmen Nielsen Sports wurde eine Marktforschungsstudie durchgeführt, um einen detaillierten Einblick in die Zielgruppenpotenziale im E-Football zu erhalten. Dazu wurden repräsentativ 800 Personen im Alter zwischen 14 und 55 Jahren befragt, die zumindest wöchentlich eine der beiden Fußball-Simulationen FIFA oder PES spielen. Die Spielerinnen der Fußball-Simulationen FIFA...

Rugby Union ‘Yet to Fully Capitilise’ on Commercial Potential

Nov 13, 2020

Analysis by Nielsen Sport shows that rugby’s broadcast and commercial income lags behind other mainstream sports in the UK despite commercially attractive fanbase and widespread interest in flagship competitions According to Nielsen’s Sports Fan Insights, rugby is the sixth largest sport in the UK with a fanbase of 12 million, favorable age and gender splits and widespread interest in flagship competitions such as the Six Nations Nielsen analysis indicates...

IBAI Fall Guys All-Stars Tournament

Oct 6, 2020

During August Fall Guys: Ultimate Knockout, the innovative take on battle royale, published by Developer Digital and developed by Mediatonic, had the highest-earning launch of any PC title ($185M) since Overwatch in May 2016*, which was especially impressive since it came from a relatively small development team. This successful debut came along with an overwhelming response on Twitch reaching a peak of 133M hours watched, placing it as the...

Covid-19’s Impact on Sport Media Rights and the Commercial Sport Landscape

Aug 3, 2020

Digital Sport’s Rupert Pratt and Thomas Smith recently sat down with Nielsen Sports Managing Director for the UK & Ireland, Spencer Nolan, to discuss Covid-19’s impact on sport media rights and the commercial sport landscape. With the news that fans won’t be present at live events until October at the earliest, and even then, with a reduced capacity, Nolan believes that understanding the remote fan is key to surviving...

F1 draws 13.63m UK viewers for first three 2020 races

Jul 31, 2020

Formula One’s UK viewership for live racing and highlights surpassed 13.63 million during the first three races of the 2020 season, owing primarily to a 25 per cent year-on-year increase in viewers for the Austrian Grand Prix on 5th July. The figures, compiled by Nielsen, show that the race drew just over 4.8 million viewers compared to the 3.84 million accrued during the 2019 edition, marking the highest UK...

What Traditional Sports and Individual Athletes Will Have Learned From Esports

Jul 30, 2020

How traditional sports and associated brands will continue to use esports to engage with fans and TV audiences Esports are receiving a significant increase in mainstream media coverage, accelerated by the coronavirus pandemic and subsequent shutdown of more traditional sports. For example, mainstream outlets in the UK, such as the BBC Sport, Sky Sports and BT Sport have all broadcast esports on their main channels in the last few...

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...

E-Sport-Sponsoring: “Der Zeitpunkt ist immer noch gut”

Jun 25, 2020

Welche Vorteile bietet ein E-Sport-Sponsoring für Marken im Vergleich zum traditionellen Sport? Worauf sollten Sponsoren bei einem Einstieg achten? Das Fachmagazin absatzwirtschaft fragte bei Michael Heina, E-Sportexperte bei Nielsen Sports, nach. Herr Heina, ist die Sponsoring-Inszenierung in einer E-Sport-Arena besser als die im Fußballstadion? Heina: “Beides findet auf sehr hohem Niveau statt. Sponsoren in E-Sport-Umfeldern haben aber gegenüber Partnern im traditionellen Sport den Vorteil, dass sie in der Regel...

Premier League club partners can expect to receive up to £2m in global value per match

Jun 22, 2020

Nielsen has analysed branding opportunities afforded to clubs and their partners on netting in the lower tiers of stadia across the main value-driving media platforms, linear TV, OTT and to a lesser degree, social media. The analysis is based on pre-COVID coverage and viewing behaviours and represents value delivered to partners should the status quo remain. Nielsen’s Whitespace Valuation service provides systematic analysis of in-stadium spaces to help determine...

Insight into the Para Sports Target group

Jun 1, 2020

Nielsen Sports has carried out a comprehensive study on the subject of Para sports and has compiled an extensive report. The study includes a segmentation of the target group interested in Para sports and an analysis of the drivers for Para sports interest and how sponsors can successfully use Para sports in their brand communication. Once you have completed the form, you will receive an email with a link...

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