World Athletics has re-appointed Nielsen, the global leader in sports information, media measurement and research, as its official supplier of consumer market research services for the next four years (2024-2027).
This continued collaboration will give World Athletics access to Nielsen’s comprehensive and cutting-edge international research systems, which provide sports data and insights on both the sport and the World Athletics Series events, including the World Athletics Championships Tokyo 25 and Beijing 27 and the World Indoor Championships Nanjing 2025 and Torun 2026.
Nielsen’s holistic event impact analyses and broader research program are designed to provide World Athletics with a holistic view of its organization, brand and key stakeholders, as well as in-depth insights into the personality of athletics fans worldwide.
These services include consumer surveys, brand tracking, spectator experience evaluations, social and economic impact assessments for host cities, and consumer research surveys for sponsors.
The extension comes at a time when international interest in athletics is growing. According to a study conducted by Nielsen for World Athletics, athletics ranks fourth in global interest among sports, behind football, jogging and swimming, and ranks first among fans interested in both men’s and women’s athletics.
Nielsen found that 77% of viewers of the 2023 World Athletics Championships Budapest agreed that the event inspired them to participate in athletics more often, up from the 41% who felt this after attending the event in Oregon in 2022. It also found that the championships in Budapest generated a total impact of $408 million, which was allocated to Nielsen’s five pillars: economic, media, social, environmental and attendance.
“Nielsen has provided us with invaluable, evidence-based information over the past four years,” said Sebastian Coe, President of World Athletics.
“This information has enabled us to make important strategic decisions for our sport to ensure it reaches a wider audience in key markets and continues to appeal to fans of all ages and demographics. We are therefore delighted to renew our relationship with Nielsen to build on the work already done and in our ongoing ambition to grow our sport and appeal to ever larger fan bases.”
Jon Stainer, General Manager of Nielsen Sports, said: “Hosting major events requires the support of multiple stakeholders to justify investment, optimise strategy, improve event delivery and leave a legacy.
“We are pleased that Nielsen World Athletics continues to provide valuable insights to help deliver successful events that increase attendance, create social and environmental impact and inspire global participation in athletics.”
Nielsen Sports has been working with World Athletics since 2019, measuring events such as the World Athletics Championships, World Indoor Athletics Championships, World Cross Country Championships, World Athletics Road Running Championships and World Athletics Relay Championships. The framework is modular and flexible, meaning it can be scaled down for smaller events and fully deployed for major championships.
Athletics World
