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

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


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

Sport viewing & media analysis

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

MVP = most valuable player

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

How we help you

News & Resources
A trio of new EU laws signify broader global regulatory trends, writes Stuart Wilkinson - and notably audience measurement is in scope for the first time
24 May 2024
Our guide to audience panels and how they are playing a starring role in measurement and calibration
15 May 2024
Kantar Media, the global leader in audience measurement and data, has appointed Lucy Bristowe as CEO, UK & Western Europe. She will take up the post in June 2024, reporting to Patr... Read Moreick Behar, Global CEO. Lucy succeeds Louise Ainsworth, who recently announced she would be stepping down after six years at the helm. Read Less
09 May 2024
Knut-Arne Futsæter, Research Director at Kantar Media explores the challenges and opportunities that the changing listening landscape is bringing in Norway and beyond
29 April 2024