Research News Live

Linking sports fan engagement with Aussie attitudes and purchasing behaviours

3 June 2019: Global measurement company, Nielsen, has launched in Australia, FANLINKS.

FANLINKS brings together two existing Nielsen data sets, Nielsen Consumer & Media View (CMV) and Nielsen SportsLink, linking 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.

Glenn Channell, Product Leader Nielsen Sports Australia said, “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. 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.”

Website: Nielsen

About The Research Society 1084 Articles
The Research Society is the peak body for research, insights and analytics professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the Research Society has 125+ company and client partners, with the number continuing to grow. The Research Society research professionals and company partners commit to and are regulated by the Research Society Code of Professional Behaviour.