World Athletics and Nielsen extend research partnership until 2027
World Athletics has extended its partnership with data and analytics specialist Nielsen, which will remain as the organisation’s research supplier until 2027.
Nielsen, which has been a partner of athletics’ global governing body since 2019, will continue to provide its international research system, delivering data and insights across all World Athletics Series events.
The renewal covers the next two editions of the World Athletics Championships, which will be staged in Tokyo in 2025, and Beijing in 2027, as well as the Indoor Championships in Nanjing next year, and in Torun in 2026.
The partnership extension comes amid growing international interest in athletics, following this summer’s Paris 2024 Olympic Games.
The sport currently ranks fourth in terms of global interest, and ranks first for fans interested in both men’s and women’s athletics, according to a Nielsen study.
According to Nielsen, last year’s World Athletics Championships in Budapest generated US$408m (£310.9m) in total event impact across the company’s five pillars: economic, media, social, environmental and attendance.
“Nielsen has provided us with invaluable evidence-based intelligence over the past four years,” said Sebastian Coe, President of World Athletics.
“This intelligence has allowed us to make important strategic decisions for our sport to ensure it reaches wider audiences in key markets and continues to appeal to fans of all ages and demographics.
We are therefore pleased to renew our relationship with Nielsen, in order to build on the work that has already been accomplished and as we continuously endeavour to grow our sport and appeal to ever expanding fan bases.”
Jon Stainer, General Manager at Nielsen Sports, added, “Hosting major events requires the support of various stakeholders to justify investment, fine-tune strategy, improve event delivery and leave a legacy.
“We’re pleased that Nielsen will continue to provide valuable insights to World Athletics to help deliver successful events that drive attendance, make social and environmental impact, and inspire worldwide participation in athletics.”
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