Nielsen Sport’s mission is to shape a smarter sports and entertainment market by: providing trusted, impactful insights to our clients; effectively utilising the most comprehensive tools and solutions; delivered by the best talent.
Nielsen Sports undertook a three-part research programme on behalf Six Nations Rugby Ltd in order to support them in understanding the fair market price for the Title Sponsorship of the Women’s Six Nations, an every previously without a title sponsor.
Once the sponsorship valuation was complete and a title partner was found, the Social Media platform TikTok. TikTok became the inaugural naming rights partner of the Women’s Six Nations in March 2022. The partnership required on-going tracking specifically around the global footprint of the event, the media value of TikTok branded assets across all media channel as well consumer research to under-pin the measurement against the objectives.
The sponsorship and event was a resounding success, and the results achieved point to a bright future for the partnership, as well as empowering both rights holder and brand with an armoury of metrics to make data driven changes and improvements to the success they’ve already accomplished together.
The data and insights generated by Nielsen Sports throughout the programme by no means take credit for the success of the event, but it was our honour to support the Six Nations reach their objectives and measure and track campaign.