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Sports Market Analytics & Research

Shape your sports media strategies with market intelligence that offers a deep understanding of fans, potential brand ambassadors and the value of sponsorship

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Sports Market Analytics & Research

We help brands, agencies and rights holders understand the power of sport in reaching audiences and influencing consumers across the world, based on 25+ years of expertise.

Sports market analytics and research from Kantar Media provides unique insights into fan behaviours, audience sizing, sponsorship evaluation and the influence of athletes.  

What we do

SportScope

Know your fans and understand their media choices, attitudes and brand preferences to power your sports strategy.  

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Sport viewing & media analysis

Harness our leading viewing data and sponsorship expertise to estimate the size of sport audiences and their value to brands.

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MVP = most valuable player

Explore the marketability and brand power of athletes so you can optimise your strategies and partnerships. 

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How we can help you

How do I understand the reach of my sports fanbase? 
Opportunity

We provide the insights you need to understand the impact and power of sports teams and franchises, related brands, rights holders and sports competitions. 

How we help
MVP: Understand the Brand Power of Athletes
SportScope
How many fans are watching? 
Opportunity

Our viewing analysis delivers a rich understanding of who is engaging with what sports, and how.

How we help
Sport Viewing & Media Analysis
SportScope
How can I demonstrate value to sponsors and brand partners?  
Opportunity

Our media analysis, brand exposure and valuation data helps you understand the effectiveness of sport in delivering brand visibility and value for brand partners, sponsors and rights holders.

How we help
Sport Viewing & Media Analysis
MVP: Understand the Brand Power of Athletes

News & Resources

News

Kantar Group announces the proposed sale of Kantar Media

Kantar Group, a leading, global market research company based in London and portfolio company of Bain Capital, has announced today the proposed sale of Kantar Media to H.I.G. Capital, a leading global alternative investment firm with $67 billion of capital under management.

17 January, 2025

Opinion

Future skills: A roadmap to fulfilling our evolving data needs

Sushmita Jain examines the media sector’s changing skills landscape, exploring how businesses can attract and retain top talent for a future defined by AI and big data

15 November, 2024

Opinion

Decoding young Olympic viewers

Ahead of the Paris Games, Antony Hilton delves into new survey data to explore fan engagement, content consumption, and brand influence.

24 July, 2024

Opinion

UEFA Euro 2024: maximising ad impact with deeper audience insights and co-viewing data

Germany hosts one of the world’s largest sporting events: the UEFA Euro 2024. As all eyes are on the competition, the media and marketing sectors are poised to capitalise on high viewer engagement – but what does Kantar Media data tell us about what makes these football fans different and how can precise audience profiling and people-centric measurement significantly enhance media planning?

4 July, 2024

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