Nielsen Sports’ consulting services turn knowledge into action with fact-based insight and recommendations which allow brands, right holders and agencies to maximize the value of their investments in sport.
As a wholly independent voice in the marketplace, Nielsen Sports provides objective strategic analysis and advice to help assess the potential outcomes of marketing and sponsorship opportunities across the full spectrum of sports properties, focusing on their impact on defined business objectives to improve future performance.
Our Consulting Products
Using the Nielsen Sports Selection Model we help brands navigate the complex sports sponsorship landscape and select properties that are the best fit for their business objectives. As well as the fit with objectives we evaluate sponsorship genres and opportunities based upon their media value profile, target audience fit, brand fit and risk profile to create your customized sports sponsorship strategy.
Suitable for rights holders and their commercial teams, the Sponsor Search service can help to identify and justify “sponsorship fit” and help target potential sponsors and to create a consistent sports sponsorship portfolio.
TOTAL SPONSORSHIP EVALUATION (TSE)
To give you a full picture of how your sports sponsorship programme is performing our TSE service combines the evaluation of media return as well as brand, business and image impact.
SPONSORSHIP EVALUATION MODELLING
Using sponsorship KPIs and sponsorship objectives , Repucom works with their clients to tailor specific sponsorship models to benchmark and measure performance. This includes sponsorship ROI (Return on Investment), sponsorship ROO (Return on Objectives) and sponsorship ROA (Return on Activations). This role is facilitated by our independence, as we are not charged with delivering any media, marketing or sponsorship performance-related products or services.
SPONSORSHIP RIGHTS VALUATIONS
We can provide quantifiable and qualified sponsorship valuations on offer through our Rights Valuation service. Our sponsor valuation model takes account of both tangible and intangible values in order to determine a fair market value for sponsorship properties.
BROADCAST MEDIA RIGHTS VALUATIONS
Valuation of content properties and their respective value to FTA broadcasters, pay TV broadcasters and online platforms.
With our own Stadia Consultancy Unit, we have developed innovative services for arena and stadium operators, clubs, rights agencies and the public sector, such as models for potential analysis, evaluation of stadium-related marketing rights, as well as financial and constructional issues.
Our unique approach to stadia consultancy:
From financing to marketing strategy
In-house market research, media evaluation and market intelligence
Internationally approved forecast models
Partner network and consortium experience
Excellent know-how from one of the world’s most commercially successful stadia markets
Team of international sports business consultants
25 years of experience
ECONOMIC IMPACT STUDIES
Bidding and hosting of events is big business. Host venues need to evaluate the economic effect on their city or region and rights holders need to understand how much value their event will bring.
Nielsen Sports provides a full service of gathering all the data from spectators, hospitality guests, infrastructure, management, players/teams and often volunteers. Their knowledge of the sports world enables them to provide data in the context of the relevant activity and how it is consumed by event attendees.
Nielsen Sports’ service provided economic impact studies based on robust and comprehensive data and analysis.
Help in determining the level of sponsorship fit between brands and sponsorship properties
Feasibility analysis and economic benefits studies relating to the hosting of events
Understanding of the fair market value of sponsorship properties and media rights
MEASUREMENT OF VALUE
Measurement of the value derived from sponsorship activity