Insights

Content Type

COVID-19: Key questions all marketers should be asking

Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?

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.

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.

Formula 1 Fandom: Victoria Tops the F1 Podium

The 2019 Formula 1 season commences in Melbourne this weekend, and as always, there is much discussion around the value of one of Australia's major sporting events. Nielsen's SportsLink survey shows the overall popularity of Formula 1 has held strong in recent years despite recent changes to...

Girl Power: Measuring the Rise of Women's Sport in Australia

Today, the 'value' of a sport is primarily based on TV viewership and attendance. For women’s sport, it is widely assumed that ‘the attendance and viewing is just not there.’ While these traditional yardsticks are an important trading currency, our research shows that women's sport has...

Increasing Alcohol Brand Exposure Through Sponsorship

With focus on minimising the link of traditional advertising and excessive drinking, alcohol brands are increasingly considering indirect and responsible ways of engaging sporting fans. Sports partnerships with governing bodies, teams, events and stadia serve as an opportunity to establish and...