The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Return on Sponsorship Investment

50 Most Marketable Athletes

Quarterbacking Positive Change Through Sports

Quantifying Lewis Hamilton’s Dominance Online

Mar 18, 2019

Lewis Hamilton’s profile makes him undeniably one of the most important commercial factors for F1 this season. In the first of a two-part series looking at the numbers that are driving Hamilton’s marketability, we take a look at just how big a fan base he has, and how influential a spokesperson he has become. Today, fan interaction exists predominantly online, something especially true in the case of a global...

A monumental year for rugby union

Feb 1, 2019

It’s a big year for rugby union as the sport welcomes two of its major events in the same year, the Guinness Six Nations, which kicks off tonight, and the Rugby World Cup in September. Both events generate significant interest and audiences that lead to strong exposure for brands and sponsors involved. With the start of the Guinness Six Nations just around the corner, we’ve seen a steady increase...

Is Bigger Better? New England Patriots and Los Angeles Rams Fans Compared

Jan 29, 2019

Bragging rights and bets are on the line for fans of the New England Patriots and Los Angeles Rams. Other than both having the opportunity to see their favorite team hoist the Vince Lombardi Trophy at the conclusion of Super Bowl LIII, Patriots and Rams fans have very little in common. The New England Patriots have reached the Super Bowl 11 times in franchise history, winning five times and...

Nielsen Sports win MIA Service to the Industry Award

Jan 15, 2019

On Thursday 10th January, the Motorsport Industry Association (MIA), held its annual Awards ceremony at the NEC, Birmingham. It’s with great delight that we’re able to announce Nielsen Sports has won the MIA Service to the Industry Award.    The MIA is the world’s leading trade association for motorsport and Nielsen Sports has provided marketing data & insights to the world of motorsport for the last 30 years. The...

New research details audience behavior across biggest esports titles and tournaments

Dec 13, 2018

The result of this Nielsen and Twitch Esports Fan research study is a set of rich data that marketers, rights holders and esports organizations can use to unlock the value of Twitch’s audience at a detailed level.

Video monetisation trends

Nov 30, 2018

This month, Nielsen’s Sports Digital Consultant Jamie Klein was invited by Facebook to present the latest video monetisation trends we’re seeing impact the sports and entertainment landscape. This took place at their London headquarters as part of an internal sharing day. Jamie delved into the behavioural shifts, the importance of video as part of a commercial media strategy and examples of successful publishers. Here’s a snapshot of the session....

Nielsen Sports establish partnership with Soccer Aid for Unicef

Nov 27, 2018

LONDON, November 27, 2018 – Nielsen Sports, the global leader in sports marketing research, media measurement and consulting has teamed up with Soccer Aid for Unicef, to provide strategic and consultative support driving further value to the campaign and Unicef’s work to protect children in danger around the world. Soccer Aid for Unicef experienced a record-breaking year in 2018 with the campaign raising £6.7 million. The 2019 Soccer Aid for...

2018 Season in Review: Growing audiences and the changing face of F1

Nov 23, 2018

As the 2018 F1 season draws to a close and Lewis Hamilton is crowned for the fifth time as World Champion, we take a look back at some of the highlights of what made this year special. New audiences flourished around the world as free-to-air broadcast schedules were altered, helping to grow media value for sponsors. The increased reliance on social media as a vehicle to promote, inform and...

The commercial health of rugby: How deal values and fan bases continue to fuel growth

Nov 16, 2018

A BRIGHT FUTURE FOR THE LIONS’ NATIONS With next year’s World Cup on the horizon, the rugby Autumn Internationals have kicked off with a bang, as fans savour the return of international competition. Yet with England beating South Africa and narrowly missing out on a historic victory over New Zealand, and Wales triumphing over the Wallabies at the Principality Stadium, momentum seems to be building just at the right...

U.S. Sports Bettor Syndicated Research Report

Nov 5, 2018

Contact Us to Learn More About the Nielsen Pilot Partner Program  

NBA teams score a slam dunk with social media

Nov 5, 2018

The National Basketball Association (NBA) and its member teams are often recognized in the sports business community as innovators in fan engagement. The league and teams have embraced the use of social media channels to keep fans interested through behind-the-scenes access, game highlights, stats and glimpses of players’ lifestyles off of the court.   Nielsen Sports uses one, consistent methodology across media types (TV, social, online, print) to measure...

Nielsen Breakfast Briefing: Entertainment Beyond the Stage

Nov 1, 2018

On Wednesday 31st October, Nielsen hosted a breakfast briefing welcoming a selection of brands and rights holders from the world of sport and entertainment to the National Theatre at Southbank, London. Throughout the year, we have held a series of breakfast events giving focus to the latest trends and developments we’re seeing across the sponsorship landscape. The theme for our most recent session centred on how partnerships can create...
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