GSIQ is a global research and insights agency specialising in intelligence analysis for the international sports, sponsorship, and tourism industries.

GSIQ is a global research and insights agency specialising in intelligence analysis for the international sports, sponsorship, and tourism industries.

With an unwavering commitment to excellence, we tailor our approach to meet each client’s unique objectives, delivering insightful analysis that empowers informed decision-making and drives success. Partner with GSIQ for a genuinely client focused experience, backed by proven, industry-leading solutions.

United Approach 

United Approach 

GSIQ serves the sports, sponsorship, and tourism industries as one united business. Through our two complementary divisions, we offer integrated expertise, providing clients with data-driven insights that drive growth, enhance engagement, and shape impactful strategies.

GSIQ serves the sports, sponsorship, and tourism industries as one united business. Through our two complementary divisions, we offer integrated expertise, providing clients with data-driven insights that drive growth, enhance engagement, and shape impactful strategies.

INTEGRATED EXPERTISE

Focused on the sports and sponsorship sector, this division combines extensive industry expertise with tailored research to deliver actionable insights that empower clients. Working alongside sports organisations and brands, we drive strategic growth, and maximise sponsorship impact through media research, consumer insights, and expert consultancy. This specialised focus enables our clients to excel in a competitive landscape, strengthened by insights from our united approach.

Dedicated to the global tourism, travel and leisure industry, this division harnesses innovative intelligence and specialised research to support sustainable growth, enhance visitor experiences, and elevate communication strategies. Collaborating with DMOs, OTAs and tourism leaders, we provide insights that guide informed, impactful decisions, backed by the shared expertise of our integrated team.

NORTH AMERICA · UK & EUROPE · MENA · INDIA & PAKISTAN · AUSTRALIA & NEW ZEALAND

BUILT ON SOLID FOUNDATIONS

BUILT ON SOLID FOUNDATIONS

GSIQ’s Experienced Leadership Team

With decades of experience, the GSIQ’s leadership team have solidified their positions as recognised professionals in the industry. We’re proud that our names are synonymous with excellence and reliability. It is this wealth of knowledge and determination that drives our mission to build GSIQ.

With decades of experience, the GSIQ’s leadership team have solidified their positions as recognised professionals in the industry. We’re proud that our names are synonymous with excellence and reliability. It is this wealth of knowledge and determination that drives our mission to build GSIQ.

Charlie Dundas

GSIQ Co-Founder

Joshua Marcus

GSIQ Co-Founder

Nicole Hollomon

Managing Partner, United States

Joseph Eapen

Managing Partner, India & Pakistan

Sam Dawson

Managing Partner, MENA

Ted Harwood

Managing Partner, Australia & New Zealand

Campbell Jamieson

Director, Australia & New Zealand

Eva Stewart

Co-Founder GSIQ Tourism Insights

Oliver Rowe

Co-Founder GSIQ Tourism Insights

Frank Saez

Chairman

Sharon Havenhand

Global Head of Brand & Marketing

GSIQ CLIENT PARTNERSHIP ANNOUNCEMENTS

CLIENT PARTNERSHIPS ANNOUNCEMENTS

GSIQ is proud to announce our partnership with Emirates Dubai 7s.

As one of the largest sports and entertainment festivals in the Middle East, Emirates Dubai 7s continues to set the standard, bringing together elite rugby, netball, cricket, fitness, and padel, alongside an electric festival atmosphere with live music, fan activations, and entertainment.

Taking place at The Sevens Stadium in Dubai, the event is a cornerstone of the HSBC SVNS World Series – attracting top international teams and thousands of passionate fans from around the world.

At GSIQ, we were delighted to support the 2024 edition with Attendee Research, Economic Impact Analysis, and Sponsorship Evaluation – helping to unlock valuable insights that drive growth, enhance fan experiences, and strengthen commercial partnerships.

Through our tailored market intelligence solutions, we empower rights holders and brands to make informed decisions that elevate their impact. With Emirates Dubai 7s, we have worked to uncover opportunities that ensure the event continues to thrive as a global leader in sport and entertainment.

A huge thank you to the Emirates Dubai 7s team for their trust in GSIQ. We look forward to continuing this exciting journey together!

GSIQ to provide strategic insights as PSA Squash Tour builds towards LA28

The Professional Squash Association (PSA) has partnered with GSIQ to unlock the full commercial potential of its global assets – a major step as the sport builds towards its Olympic debut at LA28.

Squash’s inclusion in the LA28 Olympics is a landmark moment for the sport, providing a global stage for its elite athletes. To maximise this opportunity, PSA has partnered with GSIQ, whose insights will help optimise its commercial strategy, enhance visibility, attract new partners, and drive long-term growth.

Read full press release

We are proud to announce our partnership with the Republic Bank Caribbean Premier League (CPL T20) as their official media and sponsor evaluation partner.

The CPL is a trailblazer in cricket, captivating fans globally since 2013. In 2024, the tournament saw thrilling matches across Antigua, Barbados, Guyana, St Kitts & Nevis, Saint Lucia, and Trinidad & Tobago, with the Saint Lucia Kings crowned champions.

The GSIQ team, leveraging their expertise and cutting-edge tools, will deliver comprehensive data insights by evaluating the total viewership of the 2024 tournament and analysing the value generated for all its commercial partners. These insights will not only provide a detailed understanding of the 2024 tournament’s impact but also play a vital role in shaping strategies and plans for 2025 and beyond.

We’re thrilled to support CPL’s continued success and innovation in cricket as they look ahead. Here’s to a winning collaboration!

Read full press release here

GSIQ is proud to announce our partnership with Abu Dhabi Extreme Championship (ADXC).

Launched in October 2023, the ADXC brings together multiple disciplines and innovative matches, reflecting the UAE’s vision to promote jiu-jitsu and martial arts on a global scale in a unique way. ADXC has already hosted six events across three continents.

We’re excited to be supporting ADXC with advanced analytics, delivering valuable insights into event impact for key stakeholders, and helping to unlock commercial potential. At GSIQ, our Sponsorship Valuation services combine decades of expertise with cutting-edge technology to provide actionable insights and maximise sponsorship ROI.

We look forward to collaborating with ADXC as they continue to expand their global reach, deepen fan engagement, and foster new commercial partnerships.

GSIQ is proud to announce our partnership with New Balance in the Middle East.

New Balance has achieved substantial growth in recent years, becoming a global sportswear giant, driven by best-in-class products and experiences across running, lifestyle and performance. Specific to the MENA region they are one of the fastest growing sports brands.

Focused on accelerating regional growth through a consumer first, insight driven approach, GSIQ have onboarded New Balance MENA as part of a deeper dive into MENA consumer trends, brand performance and audience intelligence.

Stuart Henwood, Regional General Manager Middle East, Africa and India says, “The key is understanding and listening to our consumers and partners in these markets. Then tailoring solutions to meet their needs, while driving consistent global brand product assortments and messaging.”

At GSIQ, we tap into consumer behaviour with our specialised consumer insight services, overlayed with trusted industry expertise. Geared for sport and entertainment, our market research solutions provide invaluable insights to drive informed commercial decisions and boost brand engagement strategies.

We look forward to playing a key part in New Balance’s continued mission to expand their connection with consumers in the region.

GSIQ is proud to announce our partnership with the Fédération Internationale de Hockey (FIH), the global governing body of field hockey.

As the driving force behind field hockey’s growth and innovation worldwide, FIH plays a pivotal role in elevating the sport to new heights. We’re excited to provide them with actionable insights and advanced analytics to support their ongoing efforts in expanding the sport’s global reach.

At GSIQ, we leverage our proprietary sponsorship image recognition technology, powered by SIQ+. This cutting-edge system enables real-time exposure tracking with data refreshed every 3 seconds, delivering sponsor insights that make a real difference. Our goal is to empower informed decision-making and support FIH in crafting impactful sponsorship strategies.

We look forward to collaborating with FIH as they continue to advance the sport on the global stage.

GSIQ LATEST RESEARCH

Unlock the Future of Sports Tourism

GSIQ’s latest international white paper, “Sports Tourists: Travelling With Passion” – developed in collaboration with Milieu Insight – explores the fast-evolving world of sports tourism across 12 global markets.

Drawing on insights from over 6,000 travellers, this white paper examines what drives sports fans to travel – and what it takes to turn that interest into long-term value for destinations, rights holders, brands and organisers.

Read the full press release here

“Sports tourists travel differently. They’re not just fans — they’re explorers, adventurers, and influencers.”
— Oliver Rowe, Global Managing Partner, GSIQ

This report offers a strategic roadmap for converting sports-driven travel into long-term destination value — with new data on motivation, barriers, behaviours, and economic potential.

Key findings include:

  • Value & Quality Drive Decisions: While passion for sports remains central, travellers increasingly prioritise affordable tickets, high-quality travel experiences, and bundled value packages.

  • The Destination Matters: One in three tourists choose events based on the appeal of the host location, indicating strong opportunities for cities to position themselves as cultural and recreational destinations.

  • Repeat Impact: 80% of attendees say sports tourism improves their perception of the host destination, with 79% returning for non-sport travel and 82% recommending the location to others.

  • New Tourist Demographics Emerging: Younger travellers dominate in emerging markets, while affluent and frequent travellers over-index for pro sports games and premium experiences.

  • Event Hosting as a Differentiator: Great fan experiences, positive buzz, and easy access are essential for conversion, especially among high-spending, multi-trip travellers.

Essentials Report (Free)
The full report with expert commentary and high-level insights across key topics.

  • While data labels are excluded all charts and graphs still offer a clear and accessible view of the key insights.

Premium Edition Bundle (USD $1,615)
Complete insight bundle, including:

  • A PDF report with all charts and graphs fully labelled for immediate reference and use.

  • A full set of Excel data tables covering global results and each of the 12 individual markets.

Both versions are available at:

🔗 payhip.com/gsiq