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.

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