Nielsen launches sponsorship data platform Sponsorlab

Measurement company Nielsen has launched an end-to-end sponsorship support platform with market-wide sponsorship data.

Sponsorlab is a singular data tool which uses Nielsen data sets to aid decision making and support the sports industry.

Sponsorlab will allow users to control inputs and variables in the ‘lab’, leveraging Nielsen data to make sponsorship decisions. Adjustable variables include property health status, consumer category connections, asset bundling and market-level valuations.

Sport24, Sportslink, Fanlinks, N-Score, Social Content Ratings Sports and Rights Valuations will all be available as product inputs for Sponsorlab. Using the ‘lab’, Nielsen says users will be able to assess the performance of sponsorship properties and understand the true market value of sponsorship rights.

The Sponsorlab platform is constructed into two main phases:

1. Property Selection Scorecard: identifying and benchmarking best-fit properties in market, delivering adaptable, indexed market metrics against desired brand objectives

2. Market Valuation Toolkit: providing the ability to build asset offerings, predict asset values and apply market relative benchmarks for sponsorship negotiations and decision making

Nielsen Sports head of product for Pacific, Glenn Channell, said Sponsorlab will empower the industry to make informed decisions in the sponsorship space.

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

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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.