Nielsen Sports South Africa has concluded a strategic research partnership with the Sunshine Tour – Southern Africa’s men’s professional golf tour.
Nielsen Sports is the market’s leading source of sports measurement and analytics around the world, with solutions spanning cross-platform media valuation, fan insights, and digital and social media analysis. In this way, Nielsen provides a comprehensive, fair playing field for the business of media, with its unbiased metrics creating the shared understanding of the industry required for markets to function.
“We are very excited to form a partnership with the Sunshine Tour,” says Jean Willers, Managing Director of Nielsen Sports South Africa. “As the leading provider of sports measurement and market research, we are proud to be partnering with one of the world’s leading professional golf tours.”
Nielsen Sports South Africa works across the entire local sports industry, including with rights-holders, brands, agencies and broadcasters.
Those brands include both local and international brands with a presence in South Africa, with the likes of Toyota, Red Bull, and FNB all making use of Nielsen’s Sports SA’s services, whilst their rights-holder partners include Cricket South Africa, SA Rugby, Kaizer Chiefs, Orlando Pirates and Mamelodi Sundowns.
This cross-section of partners, covering all segments of the South African sports industry, ensures Nielsen Sports SA maintains its market-leading position, with the Sunshine Tour the latest prominent sports brand to see value in what the measurement and data giant has to offer.
“Creating value for our partners and sponsors is one of our main goals, because it allows us to translate this value back to our members,” says Thomas Abt, Commissioner of the Sunshine Tour. “Nielsen Sports South Africa have consistently shown themselves to be the leader in data analysis and research on this front, and we believe they will give us an even better understanding of our market and how to maximise this value and grow the Sunshine Tour.”
According to Willers, Nielsen Sports SA believes it can play a strategic role in enhancing the Sunshine Tour’s commercial partnerships.
“Thomas and his team have done an excellent job at bringing in new sponsors and our role will be to assist him in providing those sponsors with the measurement and data to stay within the Tour,” he says. “We are going to ensure we provide the Sunshine Tour with the latest local and global research, data, and insights that will assist them in making the best commercial decisions for the Tour.”