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This new collaboration will give World Athletics access to Nielsen’s comprehensive and cutting edge international research systems, which will deliver sports data and insights across both the sport and its World Athletics Series events, including the World Athletics Championships Oregon 2022 and Budapest 2023, and the World Athletics Indoor Championships Nanjing 2021 and Belgrade 2022.
This agreement, delivered with the support of World Athletics’ global commercial partner, Dentsu Inc., breaks new ground as Nielsen will be the first affiliate appointed in this product category. It is also the second new commercial agreement that World Athletics has secured during the coronavirus pandemic.
The Nielsen research programme is designed to provide World Athletics with a holistic view of its own organisation, brand and key stakeholders as well as sharp insights into global athletics fans.
These services will include consumer surveys, brand tracking, spectator experience evaluation, social and economic impact assessments for host cities, and consumer research surveys for sponsors.
