The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Return on Sponsorship Investment

50 Most Marketable Athletes

Quarterbacking Positive Change Through Sports

Why Gen Z is challenging the notion of the ‘hard-core’ sports fan

Mar 6, 2020

Nielsen’s review of 2019 ratings in the US shows that almost all of the most-watched content is from the traditional sport behemoths. So it might seem surprising that there is little complacency in the boardrooms of major sports rightsholders that I’ve visited recently around the world. The dawning reality is that the coming generation, those now aged 16-24, are far from certain to slot neatly into the lucrative sports...

Sports data driving decisions in middle east

Mar 2, 2020

The sports and entertainment landscape is changing significantly in the Middle East. The emergence of commercial events and properties in Saudi Arabia has meant that established right-holders and brands in the UAE and the rest of the GCC are having to review and fine-tune their own offering, as the consumer leisure environment becomes increasingly competitive.  With Saudi Arabia’s sporting footprint growing, Nielsen Sports has found Gulf brands and events...

Game Changer: Rethinking Sports Experiences for Generation Z

Dec 19, 2019

The professional sports landscape faces serious headwinds with the teens and young adults who grew up simultaneously holding security blankets and smartphones. Generation Z has high expectations for entertainment experiences, and it’s a mistake to believe they will automatically grow to love the same sports as their parents and grandparents. Not only do their tastes in sports differ, they consume them differently than older generations. Generation Z also tends...

Women’s football: One in five adults support the sport

Nov 22, 2019

Almost one in five adults in the United Kingdom would call themselves a women’s football fan, a survey conducted by analysts at Nielsen Sports has found. That represented a 60% increase in the past two years, while the survey also found a rise in occasions where women’s football is discussed by fans in pubs. To read the entire article click here. For more information regarding the article please contact...

Nigel Geach, Master of Motorsport at Nielsen Sports

Oct 29, 2019

Nigel Geach, Senior Vice President of Global Motorsport at Nielsen Sports, has worked in sports sponsorship for more than three decades, chiefly with clients in the Motorsport behemoth Formula One. In the latest Sport Industry Insider Meets, Geach reflects on his life and career, from witnessing Ayrton Senna’s tragic crash at Imola to the industry’s seismic shift towards data-driven sponsorship. To read the entire article click here. For more...

Nielsen Launches Fan Insights Platform for a Connected View of Fan Behaviors & Attitudes

Oct 3, 2019

  Flexible, online platform delivers the best-in-class view of global and country-by-country fan sentiment NEW YORK, October 3, 2019 – Nielsen (NYSE: NLSN) is launching a global, connected online platform to provide sports properties, sponsor brands and event organizers with a comprehensive view of fans’ interests, media consumption behaviors, brand attitudes and purchasing habits from around the world.  At launch, Nielsen Fan Insights will cover the U.S., U.K., Germany,...

ESL and DreamHack Announce Comprehensive Esports Measurement Agreement with Nielsen

Sep 26, 2019

Collaboration to further advance research standards in esports and provide greater confidence in esports sponsorships (Cologne) – September 26, 2019 – ESL, the world’s largest esports company, and DreamHack, the premier gaming lifestyle festival, today jointly announced a comprehensive agreement with Nielsen, the media industry’s single source of truth for esports sponsorship valuation and media measurement.   The agreement will further advance research standards in esports and provide greater...

Power Of One: Athletes As Endorsers

Sep 3, 2019

In an era of media overload and ad-blocking, brands are increasingly enlisting celebrities to do their messaging legwork for them via social media. And they’re not just asking celebs to be spokespeople. They’re looking for ambassadors that can reach audiences in ways that are authentic to their own personal brands, rather than those that are affiliated with the products and services they’re paid to represent. In professional sports, the...

Summer of Sport in One Weekend

Jul 16, 2019

This past weekend, sports fans were well and truly spoiled for choice as the action-packed summer heated up once again with major sporting events such as the British Grand Prix, Men’s Wimbledon Final and Cricket World Cup Final all being televised on free-to-air television at similar times.   HOW DID EACH SPORT PERFORM? Cricket: The World Cup Final The Cricket World Cup Final was spread across multiple channels over a...

F1 Driving Sales for Heineken

Jul 12, 2019

We’re almost at the half-way point of the F1 season, and the F1 global showpiece has arrived at Silverstone to the news that the circuit has secured a 5-year extension to host the British GP until 2024. From a commercial perspective, Nielsen Sports has used the juncture to take a look at Heineken’s partnership with F1, reflecting specifically on the positive impact that the partnership has had on Heineken’s...

Women’s Football: We’re Just Getting Warmed Up

Jul 10, 2019

The growing popularity of women’s football has reached a commercial tipping point. With so much focus on this year’s FIFA Women’s World Cup, we have witnessed viewership records being broken in countries around the world throughout the tournament. This follows on from new game-changing sponsorship deals that were announced before the competition started that will only help progress the women’s game. The challenge now, however, is how women’s football...

Nielsen Sports OTT Sponsorship Measurement

Jul 8, 2019

Q&A with Solomon KahnVP of Data Strategy & AnalyticsNielsen Sports   With the explosion of OTT services, more live sporting events are being streamed across smart device platforms than ever before. While additional platforms give audiences more ways to watch, these new services lack the traditional TV backbone and expertise to understand the value of the ecosystem. We recently sat down with Solomon Kahn, VP of Data Strategy &...
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