Dentsu launches sports data division

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.”