Conrad Wiacek
Head of Sport Analysis
In brief, what does GlobalData do, and what is your approach to sponsorship and partnerships?
GlobalData is the gold-standard industry resource for the tracking of sponsorship deals, covering 1000 sports properties and more than 660 teams each year to better understand the trends driving sports sponsorship.
What approach differentiates GlobalData and makes your sponsorship strategy unique?
Our database of over 330,000 sponsorship deals is the largest in the industry, and our proprietary methodology values every single deal entered into the database, allowing our clients to utilise the platform to benchmark their partnerships against the biggest repository in the industry and understand the trends underpinning sport sponsorships.
We focus on 1,000 properties and over 100 sports globally, allowing us to provide an unmatched understanding of the sports sponsorship industry.
What do you see as current trends within sponsorship, and how are they affecting how you work and how you deliver on strategy?
We are seeing more money spent on sponsorship than ever before, but the volume of deals has decreased over the past few years, suggesting that brands are focusing their spend on top-tier sponsorships.
While smaller, lower-profile partnerships are still being supported, the largest spend is very much focused on top-tier sporting partnerships, suggesting that in times of economic uncertainty, brands are targeting sport partnerships that they think have the highest visibility.
How has sponsorship changed for GlobalData over the past five years, and what predictions can you make about how it’s going to change in the next five years?
Given the size of our database and how this has grown, as well as our ability to utilise AI to analyse and make sense of the data, we feel well placed to advise agencies, teams, federations and anyone else involved in sports sponsorship on how best to understand the trends that will impact the sector.
As our platform and AI capabilities develop over the next five years, we are confident in our ability to remain as the gold-standard data resource in the industry.
