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ielsen has launched ‘Sponsorlab’ in Australia, a data system that delivers holistic partnership support to the sports industry, leveraging Nielsen’s suite of existing individual data sets.

Through Sponsorlab, users can control inputs and variables by modelling Nielsen’s individual data sets within the lab, including property health status, consumer category connections, asset bundling, and market level valuations.

The Sponsorlab product incorporates existing Nielsen products including ‘Sport24’, ‘Sportslink’, ‘Fanlinks’, ‘N-Score’, ‘Social Content Ratings Sport’, and ‘Rights Valuations’.

Nielsen Sports head of product Pacific, Glenn Channell, said Sponsorlab allows users to understand the true market value of sponsorship rights.

“Sponsorlab powers up decision making capabilities for industry practitioners, allowing selection, construction, and valuation of sponsorship properties and portfolios,” Channell said.

“Our data coverage ensures an independent and competitive assessment of the entire landscape for sponsorship trading purposes.

“Sponsorlab allows for robust assessment across any event, league, team, or venue in the market,” he said.

Nielsen Sports head of sport Pacific, Scott Gillham, said the platform is constructed not two main phases, ‘Property Selection Scorecard’, and ‘Market Valuation Toolkit’.

“Nielsen Sports sits on a vast array of existing Nielsen datasets currently used and trusted across our client base,” Gillham said.

“Whilst all serve an individual purpose, making them talk to one another has been a key priority for the business.

“Sponsorlab delivers against this priority, moving towards a singular, efficient and independent sponsorship decision making tool for clients,” he said.

In the Property Selection Scorecard phase, users can identify and benchmark best fit properties in market, delivering adaptable, indexed market metrics against desired brand objectives.

In the Market Valuation Toolkit phase, users can build asset offerings, predict asset values, and apply market relative benchmarks for sponsorship negotiations and decision making.