Fans are changing the game
This report examines the global consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.
Consumer behavior shifts and new experiences are broadening fan engagement
There is no substitute for live sports action, but the proliferation of content across an expanding array of platforms has sparked increased consumption of additional sports content—both related to and not related to live matches.
The Changing Value of Sponsorship: 2021 Sports Marketing Trends
Learn how sports sponsorship value is evolving and why a clear understanding of ROI across channels and over time is a business imperative.
Global Sports Sponsorships are Shifting East and Growing into New Categories
An analysis of data from Nielsen Sports Sponsorglobe found that Chinese brands will be responsible for one-third of all growth in the global sponsorship market over the next decade.
Game Changer
The best sports properties in the world will succeed in the long run by understanding the wants and needs of Generation Z and transforming themselves so they can attract and engage fans for years to come.
Sydney versus Melbourne Spring Racing engagement
Major horse racing events in Australia offer brands a targeted advertising opportunity and visitors a chance to open their wallets. But does Melbourne or Sydney offer a more engaged audience?
Power of One: Athletes as Endorsers
For this special report, in collaboration with Leaders, a global sports business organization, Nielsen Sports has focused on the social media endorsement power—and potential—of a younger generation of global athletes.
Does one day international cricket still have a place in the heart of cricket fans?
The rise of Twenty20 cricket has raised the question on whether the One Day International (ODI) format remains relevant to consumers. In the wake of a thrilling end to the 2019 ICC Mens Cricket World Cup, Nielsen has conducted a health check on the two limited overs formats as Australian cricket...
Unlocking the true value of sports fan engagement
Australian sporting bodies, rights owners, venues, agencies, publishers and brands face increasing competition for fan engagement as they battle through the fragmentation of audiences and proliferation of brands available to them. To enable the sports industry and associated brands to better...
Women’s Football 2019
Fan interest and commercial investments in women’s football, or soccer, are growing leading into the 2019 FIFA Women’s World Cup. According to Nielsen Sports, 40% of the people in countries with a team competing in this year’s tournament are interested in women’s football.