Dentsu launches sports data division

UK – Media firm Dentsu has launched Dentsu Sports Analytics to help bring together the company’s research, data and analytics capabilities for the sports industry.

crowd of sports fans in a stadium, raising their hands

Dentsu Sport Analytics, part of Dentsu Sports International, will combine features from MKTG Sports + Entertainment, Sponsorship Research International (SRi) and Merkle, and will be led by global managing director Glenn Lovett.

Lovett has held prior roles as global chief executive officer at Nielsen Sports and regional managing director, Europe at Octagon, as well as roles at Repucom, Nike Australia and Booz Allen Hamilton, following on from a professional career in Australian Rules Football.

Dentsu Sports Analytics will have offices in North America, Europe, Middle East and Africa and Asia-Pacific, and will offer consumer research, syndicated fan and audience data, rights valuation and measurement services.

Matt Manning, global chief executive officer at MKTG and president at Dentsu Sports International, said: “The launch of Dentsu Sports Analytics highlights the importance and demand for data to enhance our ability to accurately measure and analyse the true commercial benefits of a partnership.

“Glenn is the ideal candidate and a natural fit to accelerate our global analytics business in these regions.” 

Lovett added: “By bringing the best data resources from across the Dentsu group to the sports and entertainment industry, Dentsu Sports Analytics will help brands and properties to better understand fans and audiences, and to maximise the value and measure the impact of sponsorship and media investments.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts