Nielsen Combines Sports Fan Engagement Insights With Purchasing Behaviours To Launch FANLINKS

Global measurement company, Nielsen, has combined two existing Nielsen data sets to launch FANLINKS in Australia.

By bringing together Nielsen Consumer & Media View (CMV) and Nielsen SportsLink, FANLINKS will integrate sports fan engagement insights with profiling data across retail, media and sports industries.

By fusing these data sets together sporting bodies, rights owners, venues, agencies, publishers and brands will be able to identify, plan, execute & measure their sports business initiatives.

“Nielsen is eager to provide the Australian sports industry with a singular data source that can link the value of sports fans to their commercial growth objectives. FANLINKS is a versatile information source that supports practical applications and decision making,” Product Leader Nielsen Sports Australia, Glenn Channell, said.

It provides the sports industry with:

• Enrichment and enhancement of fan insights
• Development of targeted communication planning
• Partnership prospecting and pipeline validation
• Partnership review and assessment
• Enhancement of sports marketing and partnership campaigns”

Kate Kopczynski, Associate Director, Nielsen Consumer & Media View said: “Nielsen Consumer & Media View is a rich data set that provides a 360-degree view of consumers across all areas of their lives.

“Combining this with Nielsen SportsLink which has a unique understanding of Australian fan engagement and their behaviour across the sports entertainment landscape will mean that the sports industry has a unique understanding of the thoughts and actions of Australian fans.”