World Athletics, the governing body for athletics, has extended its partnership with Nielsen, the global leader in sports intelligence, media measurement, and research.
This four-year extension sees Nielsen continue to provide comprehensive research services to help the world governing body make informed decisions about its strategy, marketing, and fan engagement.
As the official supplier of consumer market research services, Nielsen will deliver data and insights across all World Athletics Series events, including the upcoming World Athletics Championships in Tokyo and Beijing. This partnership will provide World Athletics with a deeper understanding of fan behaviour, preferences, and consumption patterns, enabling them to enhance the overall fan experience and develop effective marketing campaigns.
Commenting on the occasion, World Athletics President Sebastian Coe, said, “Nielsen has provided us with invaluable evidence-based intelligence over the past four years.
“This intelligence has allowed us to make important strategic decisions for our sport to ensure it reaches wider audiences in key markets and continues to appeal to fans of all ages and demographics. We are therefore pleased to renew our relationship with Nielsen, in order to build on the work that has already been accomplished and as we continuously endeavour to grow our sport and appeal to ever expanding fan bases.”
Jon Stainer, General Manager, Nielsen Sports, added, “Hosting major events requires the support of various stakeholders to justify investment, fine-tune strategy, improve event delivery and leave a legacy.
“We’re pleased that Nielsen will continue to provide valuable insights to World Athletics to help deliver successful events that drive attendance, make social and environmental impact, and inspire worldwide participation in athletics.”
Nielsen’s research will play a pivotal role in helping the governing body identify new opportunities for audience expansion and fan engagement. By analyzing data from various sources, Nielsen will provide insights into the effectiveness of marketing channels and help World Athletics tailor its messaging to specific target groups.
The renewal of this partnership comes at a time when athletics is experiencing significant growth and popularity and complements its recent collaborations with Corpay, TATA Communications, Morinaga, and Sony.