Nielsen Releases 2022 Global Sports Marketing Report

Nielsen Sports, a global leader in sponsorship analytics and fan intelligence, has released ‘Fans are changing the game’, its 2022 global sports marketing report.

The report reveals new behaviours fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more. The report outlines how Nielsen predicts ‘Fandom’ in 2022 will impact sports sponsorship models, content distribution, the rise of crypto, esports and women’s sports.

This new report will help contextualize the value of sports partnerships, helping brands and sports properties predict the future value of media assets and marketing investment ROI.

When asked how businesses can leverage this information, Scott Lidbury, Director Nielsen Sports Canada says “Brands, properties & agencies need to stay ahead of global trends to maximize their sponsorship investments. For example, brands that have been investing in women's sports for years are now benefiting from the increased coverage and viewership for the respective leagues and competitions. Influencer marketing is now also a critical part of any partnership strategy, brands who do not invest in this channel are missing the opportunity for meaningful and personalized connections with sports fans.”

Some of the key findings within the Nielsen Sports Report detail how a fan’s viewing experience has changed. With the growth of connected devices, 40.7% of global sports fans now stream live sports through digital platforms. In turn, this has led to the increase in over-the-top (OTT) media rights which includes a 19% jump for the top European soccer leagues over the last two years at the local level, and a 31% increase forecasted for the men’s tennis ATP Tour through 2023.

The demand for content overall remains high with non-event broadcasts, such as highlights, recap videos, and more, nearly as high as the event itself. Nielsen estimates that 39.4% of global fans will watch non-live content related to a live sports event. And, sports viewership has become a multi-screen experience, with 47% of people who watch sports simultaneously interacting with other live content, increasing by 5% over the last year.

Nielsen estimates there was a 146% year-over-year rise in unbundled sponsorship investment in women’s sports (UEFA, FIFA, World Rugby) compared to a 27% rise in 2020. With more women’s sports being televised, there are now increased sponsorship opportunities specific to women’s sport, which means that many brands are effectively reaching consumers that weren’t previously reached through sponsorships in men’s sports.

On the topic of growth in women’s sports sponsorships, Lidbury states, “When examining Canada, a few examples stand out. Budweiser has supported the Professional Women’s Hockey Players Association (PWHPA) from day one, amplifying the plight of women’s hockey in this country, and urging Canadians to step up and show support for the game. Budweiser is taking an active role in driving more visibility for the game, and helping the players establish a viable league. Brands such as Google & Lululemon have also established authentic partnerships with tennis player Leylah Fernandez, who is fast becoming Canada’s biggest global sports star.”

As fans return to the stadiums, Nielsen expects a growing increase in global sponsorship spend. Activity is also likely to be heightened heading into the Men’s (2022) and Women’s (2023) FIFA World Cups, where Canada’s teams are now part of the elite on the world’s biggest sporting stage. The steady increase of sponsorship spending shows an exciting trend for all Canadian Sports teams and something all marketers should be keeping a watchful eye on in the future.

Download the full report for more information and further details!

Written by Emma Whiten, with support of the Neilsen Global Sports Marketing Report.

About Nielsen Global Sports Marketing Report: Nielsen Sports is a global leader in sponsorship analytics and fan intelligence. They provide brands and rights holders the knowledge to identify and connect with the audiences that matter most to them. Nielsen Sports supports commercial growth through expertise in fan behavior, media consumption and engagement habits. They monitor 15,000 teams, leagues and events crossing over 150,000 brands while tracking over 170,000 sponsorship deals.