Data Analytics, Sponsorship 1 min read

World Athletics Extends Partnership with Nielsen to Strengthen Fan Engagement

Written by MOS Editorial Team

Published on 26 August 2024

World Athletics has renewed its partnership with Nielsen, continuing their collaboration to leverage Nielsen’s advanced market research and sports intelligence capabilities. This renewed four-year agreement will focus on enhancing fan engagement and delivering strategic insights for World Athletics events, including the upcoming World Athletics Championships in Tokyo and Beijing.

The recent World Athletics Championships in Budapest highlighted the value of this partnership, generating US$408 million in impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance. Research revealed that 77% of spectators in Budapest felt inspired to participate in track and field more often, a significant increase from the 41% who felt similarly in Oregon 2022.

World Athletics President Sebastian Coe emphasised Nielsen’s data-driven approach as essential in shaping the organisation’s strategy to expand its global reach. This renewed partnership aims to capitalise on the growing international interest in athletics and strengthen its global presence.

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