SUCCESS STORIES

BUILDING PARTNERSHIPS

We’ve built strong and lasting client relationships that put an emphasis on delivering robust and insightful research. Success for our clients is what drives us and that is central to everything we do.

MEDIA & AUDIENCE INSIGHTS

EXTREME E

YouGov Sport provides Extreme E with expert insights to understand their audience and potential markets

Extreme E is a radical new electric off-road racing series, which will see electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental issues.

The five-race global voyage highlights the impact of climate change and human interference in some of the world’s most remote locations and promotes the adoption of electric vehicles in the quest for a lower carbon future for the planet.

Since its inception in 2018, Extreme E has been working with YouGov Sport to garner information about the championship’s audience and their attitudes towards fighting climate change, a key aim of the series. YouGov Sport have provided continuous analysis of the media and sponsorships landscapes.

Discover our media solutions: extensive tools for media data-collection and analysis

Learn more on how YouGov Sport works with Extreme E

“As a start-up it is essential for Extreme E to understand its audience and potential markets, and YouGov Sport has been instrumental in defining that.

It has delivered data and insights that have helped shape our strategy to ensure our product is both relevant and interesting.”

Ali Russell
Chief Marketing Officer, Extreme E

“Really pleased to be working with the team at YouGov Sport as we continue to measure and analyse our media figures and gather insights into our key audience – from the traditional motorsport fan, to our next generation.”

Julia Fry
Head of Communications, Extreme E

GLOBAL MEDIA RESEARCH
& CONSUMER INSIGHT
SINCE 2011

ATP TOUR

YouGov Sport are the official research partner of the ATP conducting media tracking and evaluation services for every match across 68 international tournaments each year.

We started working with the ATP in 2011, initially to provide global media exposure and advertising equivalent value (AEV) for the ATP World Tour Finals and World Tour Series (over 60 events per year). To date, and after conducting many other research requirements – including beyond tournament reporting – we have probably amassed the largest record of ATP research data worldwide.

As well as the ATP research, we also conduct media services for an additional 55 global tournaments for the WTA and Wimbledon, as well as consumer insight studies – making us the largest provider of tennis media insights in the world.

SPONSOR BRAND TRACKER
& ‘ALWAYS ON, ALL MEDIA’
MONITORING SERVICE

THE FA

Following the 2014 FIFA World Cup, The Football Association (The FA) took the decision to consolidate suppliers of media research and consumer insight. At the heart of what the FA were looking for was a more rounded assessment of the value delivered to sponsors that went beyond simply media numbers.

We were tasked with creating a sponsor brand tracker to demonstrate how England fans’ opinions of the FA’s partner brands differ markedly from those of the general population.

In addition, the FA required an ‘always on, all media’ monitoring service to provide sponsors with the evidence of brand exposure and audience delivery.

  • We have played a part in helping the FA to communicate proactively with all of their sponsors across all of their properties (national teams at all levels and the FA’s competitions such as the FA Cup) about the positive impact that sponsorship with the FA has had on these brands
  • This information has been used in sponsor renewal and recruitment discussions and has assisted the FA in meeting the goals of their commercial programme
  • We continue to work with the FA to assist their commercial needs across both the national teams and the domestic cup competitions.

SUPPORTING AN EVOLVING AND EXPANDING COMMERCIAL STRATEGY
SINCE 2012

ICC

YouGov Sport is the exclusive research partner to conduct all global media auditing and tracking and evaluation for the International Cricket Council (ICC) and its commercial partners at its events.

The International Cricket Council (ICC) is the global governing body for a sport followed by millions – possibly billions – around the world.

In 2012, the ICC commissioned us to provide critical insight to help support and drive the commercial aspirations that would help drive the growth of the game.

This was the beginning of an over 8-year process that continues today.

  • Media Tracking and Evaluation of all commercial partners assets at all ICC official tournaments since 2013
  • Global media audits at all events since
  • Compliance Monitoring
  • Consumer Insight including:
    • Global Digital Rights Valuation and Assessment
    • International Broadcast Rights Analysis
    • Activation Concept Design
  • Client Services

SPONSORSHIP SUCCESS

RUGBY LEAGUE WORLD CUP 2021

YouGov Profiles platform helps deliver sponsorship success for RLWC2021

The Rugby League World Cup has been the pinnacle of international rugby league since 1954. Now contested every 4-years, with a series of qualification tournaments leading up to it, the RLWC is open to all full and affiliate members of the International Rugby League (IRL). In 2021, for the first time, the men’s, women’s and wheelchair competitions will be staged in a single, celebratory event.

In November 2020, the RLWC announced Cazoo, the UK’s leading online car retailer, to become Principal Sponsor of the tournament.

Sponsor value comes in many forms. YouGov Sport worked with the RLWC, to provide the critical proof of these values, demonstrating key brand drivers for Cazoo – and for other RLWC sponsors.

Find and understand the audience that matters to you most with YouGov Profiles

Sponsors want to know if their investment will pay off. We’ve got the answers.

“We’re thrilled to see Rugby League World Cup 2021 announce such a significant sponsorship deal with Cazoo today as Principal Sponsor for the event. It is particularly pleasing to work with a rights holder partner who puts the YouGov Profiles platform of insight and data to such good use in crafting compelling sponsorship propositions, even in these odd times.”

Charlie Dundas
Commercial Director, YouGov Sport

“… It’s really great to have your excellent support, data and actionable insight at the heart of our decision making.”

Jon Dutton
Chief Executive, Rugby League World Cup 2021 

The awards have been established to celebrate the hard work that sports organizations have put into producing world-class sporting events and entertainment.

They’re driven by the impact these sports events have on US public opinion and the results celebrate the culmination of team success, strong marketing initiatives and team branding efforts that help shape US adults followership and avidity towards every team across US professional sports.

Leveraging YouGov’s syndicated data platform tools: Profiles, SportsIndex, TeamIndex and Signal, we can track and monitor any league or team’s brand health daily.

Originally posted individually on LinkedIn, we’re delighted to deliver all the results in the form of the 2020 YouGov Sport Awards.

Congratulations to all the inspiring winners.