The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Return on Sponsorship Investment

50 Most Marketable Athletes

Quarterbacking Positive Change Through Sports

How the World’s Biggest Sports Properties Engaged Fans in 2020

May 19, 2021

The connection between fans and sports is a continually evolving relationship, with new trends and dynamics developing every year. Many of the largest global sports entities have been at the forefront of building their fan bases and actively engaging them to develop a natural and mutually beneficial conversation. Fans around the world expect more content and new ways to access their favorite events. Sports entities have responded by creating...

With Fewer Fans at Stadiums, Brands are Shifting Their Sponsorship Strategies to Digital

Apr 29, 2021

The COVID-19 pandemic and limitations on fan attendance at live events has created a new sponsorship reality. Brands are adjusting how they activate their partnerships, and digital platforms have become the front runner in the market. Social media and other online platforms have become the primary vehicles to deliver a powerful virtual event experience and are unlocking new opportunities to connect with fans from afar. As the digital dimension...

BRANDS AREN’T SITTING ON THE SIDELINES: THE SOCIAL SOLIDARITY OF SPORTS SPONSORSHIPS

Apr 16, 2021

Earlier this month, Major League Baseball (MLB) announced it would move its 2021 All-Star Game out of Atlanta in protest of Georgia’s new restrictive voting laws. And MLB wasn’t the only organization to react to the new legislation. Atlanta-based brands Coca-Cola and Delta—both heavy sports sponsors—also came out in opposition. The positions these brands are taking are reflective of a broader trend we’re seeing across the sports industry, particularly...

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...
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