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

SportScope

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
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 v... Read Moreiewer 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? Read Less
04 July 2024
Kantar Media recently published People-powered measurement, a guide to audience panels and how they are playing a starring role in measurement and calibration. Our team of Kantar... Read MoreMedia experts have summarised some of the key takeaways in a series of videos now available on our YouTube channel. Read Less
17 July 2024
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 v... Read Moreiewer 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? Read Less
04 July 2024
For the third consecutive year, Kantar Media hosted ISBA, the body representing advertisers in the UK, for a briefing in Cannes to share an update on Origin as several milestones h... Read Moreave been achieved in the past twelve months. In this article, Frances Sheardown shares the briefing’s main takeaways.Read Less
04 July 2024