Sports and Sponsorship

YouGov Sport – SMG Insight is the sports, sponsorship and entertainment research arm of YouGov.

It combines YouGov’s powerful data-gathering capabilities with deep sectoral expertise to provide clients with actionable insights which go beyond the numbers.

YouGov Sport - SMG Insight works with rightsholders, brands and agencies and uses proprietary tools to help create winning sports and entertainment marketing strategies. Its client roster stretches across the world and includes everyone from the NFL, through Emirates and Rolex, to the FA and the ATP. The team’s expertise empowers clients to find optimal sponsorship matches, assess the effectiveness of partnerships and deliver best-in-class sports marketing strategies.

YouGov Sport - SMG Insight collects data on public perceptions of sports properties and teams from around the world, permitting rightsholders and sponsors to constantly assess performance, partnerships and strategies.

Rounding off its offering to the sports and entertainment sector, YouGov Sport - SMG Insight also specialises in:

  • Media monitoring and evaluation
  • Consumer insight
  • Valuation of rights and partnerships
  • Consulting on economic impact, market sizing, sponsorship sales and trend analysis

For more information, including free downloadable reports on the sector, visit the YouGov Sport - SMG Insight website.


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