The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Return on Sponsorship Investment

50 Most Marketable Athletes

Quarterbacking Positive Change Through Sports

The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Feb 16, 2021

A disrupted world is changing the value of sponsorship. Uncertainty caused by the COVID-19 pandemic has accelerated shifts in the way rights holders sell sponsorships and brands make sponsorship investments and activate their partnerships. New sponsorship entrants, new channels and new fan necessities will impact the key sponsorship value drivers in 2021 and beyond.  This new report examines how sponsorship value is evolving as the world around it changes...

GLOBAL SPORTS SPONSORSHIPS ARE SHIFTING EAST AND GROWING INTO NEW CATEGORIES

Feb 15, 2021

The disruption and uncertainty that the global COVID-19 pandemic has created has been particularly harrowing for global sports, which is consequently changing the value of sponsorship. Yet as the health crisis remains a notable factor for most businesses and industries around the world, China’s economy was recovering broadly at the end of 2020, and that will bleed into the country’s involvement in sports sponsorships. A new wave of COVID-19...

Return on Sponsorship Investment

Dec 4, 2020

“A New Method of Sponsorship Measurement” Brands and advertisers spend over $35BN in sponsorship every year only in Europe as they look to leverage the unique association with sport and entertainment platforms within their marketing mix strategies. However, the COVID-19 crisis has accelerated – more so than ever before – the importance of delivering maximum efficiency with reduced investments. Not to mention the increasing importance of measuring sales impact...

European Football Jersey Report

Nov 20, 2020

Sponsorship investment in football jerseys continues to skyrocket. Since 2017, we’ve seen 48% volume growth in jersey sponsorship in the top European football leagues. That growth is also coming from investment outside of Europe. 47% of the jersey sponsorship volume of top European leagues comes from brands outside Europe. Nielsen’s European Football Jersey Report provides in-depth sponsorship data across all the top European leagues, including Premier League, Bundesliga, LaLiga,...

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...

50 Most Marketable Athletes

Sep 28, 2020

This year’s SportsPro 50 Most Marketable (50MM) Athletes list is fully powered by Nielsen’s proprietary methodology for assessing athlete marketability, the Influencer Selection and Measurement Framework, which draws on vast amounts of social media data to generate an Athlete Influencer Score comprising four key data points: relevance, reach, return, and resonance. Designed to accurately monitor social campaign effectiveness and help sponsors maximise impact, Nielsen’s Influencer Selection and Measurement Framework incorporates a range of performance and sponsorship-related KPIs, such...

World Athletics Appoints Nielsen as Official Research Supplier

Sep 15, 2020

World Athletics has selected Nielsen, the global leader in sports intelligence, media measurement and research, as its Official Supplier of Consumer Market Research Services, for the next four years. This new collaboration will give World Athletics access to Nielsen’s comprehensive and cutting edge international research systems, which will deliver sports data and insights across both the sport and its World Athletics Series events, including the World Athletics Championships Oregon 2022...

Nielsen Fan Insights Expands Coverage in Asia, Makes Fan Behavior Data Available for 26 Markets Worldwide

Sep 2, 2020

New Crosstab feature also gives rights holders, teams and brands flexibility to compare fandom characteristics across sports, teams or countries NEW YORK, September 2, 2020 – Nielsen (NYSE: NLSN) has unveiled new enhancements to its breakthrough Fan Insights platform enabling even better visibility into the interests, media consumption behaviors, brand attitudes and purchasing habits of sports fans around the world. Expanded country coverage and new reporting capabilities including enhanced...

Virtual relay: The London Black Women’s Project

Sep 2, 2020

At Nielsen Sports UK we want to ensure that the BLM movement firmly stays as a topic of conversation within the company. This is why we have decided to create a virtual relay fundraiser to raise money for the incredible charity The London Black Women’s Project. The charity is committed to helping women and children from BAME backgrounds who have suffered from domestic abuse, providing them with resources and...

Pro League renews its agreement with Nielsen Sports for the next three seasons

Aug 24, 2020

After five successful years together, The Pro League (Belgian Football League) and all its professional clubs have renewed their agreement with Nielsen Sports for the next three seasons. The renewed agreement will see Nielsen Sports provide media and sponsorship evaluation for all Jupiler Pro League and 1B Pro League clubs for the 2020/2021, 2021/2022 and 2022/2023 seasons. Nielsen Sports, the global leader in sports marketing research and consulting, will once again...

Study: 53% of UK fans say sponsors key in rebuilding live sports experience

Aug 19, 2020

More than half of the UK population believes that sponsors will play an important role in rebuilding the live sports experience both in stadiums and at home, according to research and consulting firm Nielsen Sports. The study suggested there is growing recognition in the UK of the role sponsors will have to play in the resumption of live sport in the wake of the coronavirus pandemic. When asked in...
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