Nielsen Sports continued to set new standards in measurement and analytics for the UK, and global, sports and entertainment industry in 2025.

Blending local knowledge with a global perspective and world class capabilities, we further evolved our solutions to address emerging business needs and key trends in sponsorship and media.

This was reflected in new business wins in both sport and culture – including the AELTC and National Theatre – as well as strong ongoing partnerships with leading organisations and brands like the Premier League, FIFA and Expedia Group. This is testament to our status as a trusted market leader.

We integrated new technology and AI into our workflows, delivering greater efficiency and more granular, contextually impactful results. We also developed compelling original research and insights in partnership with the likes of Sport Industry Group and PepsiCo.

Our performance has translated into strong financial results, showing a long-term trend of double-digit growth.