The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Return on Sponsorship Investment

50 Most Marketable Athletes

Quarterbacking Positive Change Through Sports

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...

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...

Video Interview: The Evolution of Sports Sponsorships

Dec 16, 2021

Uncertainty caused by the COVID-19 pandemic accelerated shifts in the way sports rights holders sell sponsorships and how brands make sponsorship investments and activate partnerships. New sponsorship entrants, new channels and new consumer necessities will impact key sports sponsorship value and call for enhanced measurement methodologies. Jon Stainer, Nielsen Sports Manager Director, and Adweek’s VP Event Partnerships, Matt Steinmetz, took the Brandweek Sports Marketing Summit stage to discuss key...

Five factors shaping the future of sports marketing

Dec 2, 2021

Over the last 18+ months of uncertainty, the ongoing pandemic has affected every facet of the sports advertising arena. Areas of focus for marketers, including measurement, changing media consumption habits and the power of athletes as influencers have only increased in importance. To effectively engage consumers, marketers have had to remain nimble in an increasingly fragmented—and challenging—environment. Heading into 2022, areas of focus for marketers will continue to transform....

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...

Blockchain companies intensify jersey sponsorship investments in European football

Oct 27, 2021

More and more companies from the blockchain industry detect sports sponsorship as a valuable marketing platform. Nevertheless, automotive, tech and airline companies invest nearly one third of total volume for jersey sponsorships. These are key results of the annual European Football Jersey Report, which Nielsen Sports analyses for the top six European football leagues. Despite the COVID-19 pandemic, jersey brandings become more valuable from year to year. If revenues...

Esports Economics Podcast Episode 2: Sponsorship ROI

Oct 12, 2021

Enjoy the second episode in our six-part podcast series Esports Economics in collaboration with Unofficial Partner.  This conversation is focused on sponsorship and the key questions surrounding return on investment within the esports industry. We challenge the many preconceptions about esports within the brand marketing community and weigh the benefits and outcomes of sponsorship versus programmatic advertising. We also analyze the differences between rights packages in esports compared to...

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...

Esports Economics Podcast Episode 1: State of the Industry

Aug 31, 2021

This is the first in a new six-part podcast series looking at the business of esports, in collaboration with Unofficial Partner.  Today’s guests are Matthew Archambault, head of partnerships for North America at Riot Games, publishers of the phenomenally successful League of Legends franchise. Matt manages strategic partnerships, national sponsorships, media rights, and merchandising for the League Championship Series (LCS).  Joining Matthew is Matt Boyd, Vice President of Nielsen...

Metrics are Key to Proving ROI for Brands Entering the Esports Arena

Aug 25, 2021

The video game industry has been growing for years, but the arrival of COVID-19 and the virtualization of our lives over the past 18 months or so has accelerated and expanded that growth. That advancement has also propelled competitive, organized gaming, aided by the pause in live sports last year, with industry forecasts projecting that esports will be more than a $1 billion industry by the end of this...

The Inclusivity of the Olympic Games Is Key to Widespread Fan Appeal

Jul 14, 2021

Rising interest in women’s sport has yet to translate into media coverage and financial investment equaling men’s sports. But this year’s Summer Olympics has the opportunity to show brands and rightsholders just how high fan interest is in female sports globally. We know the Olympics is the world’s biggest sporting event, but it’s also one where fandom is nearly even among men and women. In addition to leveling the...

The Olympics Is the Biggest Platform for Gender Equality in Global Sports

Jul 7, 2021

The world of sports is not immune to gender bias, as evidenced by the notably lopsided coverage of women’s sports by the media and the disproportionate level of brand sponsorship spend allocated to men’s sports. This situation changes, however, during a two-week period every two years when the eyes of the world focus on the Olympics, the only global sporting event characterized by true gender parity. Unlike other events,...
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