ABOUT

Who we are and how we’re structured to thrive in a changing world.

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

We’ve structured our business around two interconnected pillars: Sport & Sponsorship and Tourism. These sectors are no longer siloed — they overlap, influence and amplify one another. We’re the intelligence source for these individually — and for the space where they increasingly connect.

OUR STRUCTURE

One Business. Two Pillars. Built for a Changing Landscape.

Today’s major sports events and destinations are rarely just about the game or the place. They now integrate live entertainment, fan zones, digital media and travel experiences — blurring lines between sectors. GSIQ reflects this reality. Our intelligence work spans all the crossover points where sport, sponsorship and tourism meet culture, commerce and experience.

Whether working collaboratively across both pillars or independently within one, GSIQ delivers precise, data-led solutions tailored to each client’s goals. From rights holders and sponsors to venues, tourism boards and government agencies, we provide the insight needed to navigate change, capture value and drive sustainable growth.

OUR PILLARS

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 rights owners 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 broader, interconnected 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 combined expertise of our global team.

We support the full ecosystem that surrounds them.

OUR PEOPLE

GSIQ’s Experienced Leadership Team

With decades of experience, GSIQ’s Leadership team are recognised professionals in the industry. We’re proud that our names are synonymous with excellence and reliability.

GET IN TOUCH

We’re always up for a conversation. Get in touch below or connect with us directly on LinkedIn.

Charlie Dundas

GSIQ CO-FOUNDER

Charlie Dundas boasts a quarter-century career dedicated to sponsorship marketing, spanning strategy, sales, activation, research and insights. Throughout this extensive tenure, he has gained profound experience and insight into the commercial imperatives that propel the sports industry forward.

Commencing as an intern at IMG in 1999, and prior to co-founding GSIQ, Charlie spent eight years at YouGov Sport, culminating in his role as Managing Director.

His expertise drives his commitment to seamlessly integrate data with human insight, to best unlock the pivotal role that data and insight play in sponsorship.

Delivering meaningful data and insight to clients across the sports and sponsorship industry.

Charlie Dundas LinkedIn Profile

Joshua Marcus

GSIQ CO-FOUNDER

Joshua Marcus brings over eight years of experience in the sports and sponsorship industry, specialising in providing data and insight-led strategies to diverse stakeholders.

During his tenure as Commercial Director at YouGov Sport he built robust relationships across the client spectrum, including rights holders, brands, agencies and media owners.

It’s this expertise he brings to GSIQ as co-founder. His experience and commitment to leveraging data and insight to drive commercial success is underscored by his professional qualifications, including the completion of an MSc. in Sports Management at Birkbeck, University of London.

Specialist, committed to leveraging data and insight for driving commercial success.

Joshua Marcus LinkedIn Profile

Joseph Eapen

MANAGING PARTNER,
INDIA & SUBCONTINENT

Joseph Eapen, formerly Managing Director at YouGov Sport, now leads GSIQ as Managing Partner, India & Subcontinent. With over 25 years of experience in marketing research and media measurement, Joseph’s career includes leadership roles at Repucom, MRUC and aMap.

His status as a respected thought leader in the region’s sports arenas is exemplified by his significant contributions. Before leadership at MRUC, Joseph was the CEO of aMap, the second-largest overnight TV ratings company worldwide, where he published papers on Sponsorship ROI, Ad Avoidance, and Media Measurement.

It is this background and knowledge he now aligns seamlessly with GSIQ’s commitment to industry innovation and excellence.

Renowned as one of the regions leading authorities on Sponsorship ROI & Impact.

Joseph Eapen LinkedIn Profile

Sam Dawson

MANAGING PARTNER,
MENA

Sam Dawson brings unique experience and skills to GSIQ, with a strong background of core financial and business acumen, complemented by data-driven marketing and commercial growth advisory developed in the market research industry.

Sam spent the first half of his career at PwC and held senior commercial positions at Nielsen Sports and most recently YouGov before joining GSIQ. Throughout his career, he has had the opportunity to support major rightsholders, brands and agencies throughout Europe, MENA and Asia. Since moving to the Middle East in 2017, he has experienced the region’s development first-hand.

In an industry often overwhelmed with data, Sam keenly grasps the significance of consolidating, simplifying and overlaying essential expert insights based on critical experience. He is ACA qualified with a BSc Honours degree in Natural Sciences from Durham University.

Facilitating data-driven commercial growth – get to the answers that matter, quicker.

Sam Dawson LinkedIn Profile

Nicole Hollomon

MANAGING PARTNER,
UNITED STATES

Nicole Hollomon is a seasoned sports business strategist with over 17 years of experience driving data-informed decision-making and organisational growth in the sports industry.

As a former Director of Research at YouGov Sport and Managing Director of Research, Development and Engagement at USA Football, Nicole brings a unique blend of expertise in strategic visioning, research methodology and business intelligence to GSIQ. Her track record includes overseeing high-impact strategic initiatives, executing comprehensive research initiatives, and implementing data visualisation strategies that have transformed how sports organisations leverage insights for business success.

Nicole’s approach combines deep analytical skills with a keen understanding of the sports landscape, allowing her to translate complex data into actionable strategies. Her experience spans work with major sports organisations, governing bodies, and brands, where she has consistently delivered solutions that enhance stakeholder engagement, optimise revenue streams, and drive organisational performance.

At GSIQ, Nicole leverages her extensive background to help clients navigate the complex intersections of data, stakeholder behaviour and sports business. Her expertise in areas such as strategic planning, market research and performance analytics positions her as a valuable asset for organisations looking to elevate their stakeholder engagement, optimise their product offerings and achieve sustainable growth in the competitive sports industry.

Experienced research professional with a demonstrated history of working in the sports industry. Skilled in Quantitative Research Methodology, Business and Policy Analysis, Customer Analytics, Fandom Research, Data Management, Educational Development, and Visualization.

Nicole Hollomon LinkedIn Profile

Ted Harwood

MANAGING PARTNER,
AUSTRALIA & NEW ZEALAND

Ted brings over 15 years of multi-territory experience in media evaluation and sponsor optimisation, with a strong record of helping sports clients and brands to find the right solution to achieve their commercial goals. This includes a variety of senior roles at YouGov Sport, most recently as a New York-based Vice President leading on commercial strategy in the US and the Americas, and as Head of Business Development in the UK.

Ted will lead GSIQ’s expansion into Australia & New Zealand, where his team will apply the agency’s bespoke approach to data-gathering and analytics to help clients meet a distinctive set of regional challenges.

Providing Sponsorship Insight Solutions to Rightsholders and Brands

 Ted Harwood | LinkedIn

Campbell Jamieson

DIRECTOR,
AUSTRALIA & NEW ZEALAND

Campbell Jamieson is a senior commercial sports specialist with over 30 years of industry experience.

He led and oversaw the implementation of the commercial programme at the International Cricket Council for over 20 years. Specialising in conceptualising and delivering commercial strategy for the sport of cricket, his key focus was on optimising revenues from cricket’s commercial assets.

As the General Manager of Commercial at the International Cricket Council, Campbell generated over $7.5 billion in commercial revenues for the sport of cricket and represented ICC on the Organising Committee of over 15 World Cup cricket events.

His expertise includes developing commercial strategies, evaluation and exploitation of media and sponsorship assets, and helping rights holders achieve measurable outcomes.

Providing Sponsorship Insight Solutions to Rightsholders and Brands

Campbell Jamieson | LinkedIn

Eva Stewart

CO-FOUNDER,
GLOBAL MANAGING PARTNER,
GSIQ TOURISM INSIGHTS

Eva is a seasoned expert in the Travel & Tourism industry, with a track record of developing and launching successful research products and global programmes to advance tourism insights and guide sustainable travel initiatives. Her global experience in building partnerships has established her as a trusted advisor and a sought-after speaker at prominent events such as WTM, ATM, ABTA and WTTC. She has worked at leading research agencies including Euromonitor International, Oxford Economics and most recently as Head of Travel & Tourism at YouGov.

Voice of the T&T Industry

Eva Stewart LinkedIn Profile

Oliver Rowe

CO-FOUNDER,
GLOBAL MANAGING PARTNER,
GSIQ TOURISM INSIGHTS

Oliver is an award-winning market researcher with over 30 years’ experience working in agencies, media and client companies. He has worked with some of the world’s largest brands, providing product and custom solutions, most recently as global head of YouGov’s Leisure & Entertainment practice.

Oliver Rowe LinkedIn Profile

Frank Saez

CHAIRMAN

In 2010, Frank founded SMG Insight, a specialist firm in the business of sports and sponsorship measurement and evaluation, with operations in the UK, US, UAE, India and Australia. The firm was acquired by YouGov and rebranded as YouGov Sport in 2020. In May 2021, Frank was appointed Chief Revenue Officer at YouGov, where he provided sales strategy leadership for the company’s global product portfolio.

Previously, he developed and led multi-million-pound, market-leading research agencies, including Comperio (a division of IMG) and IFM Sports Marketing Surveys. His professional engagements extend to advising the boards of numerous FTSE 250 companies and actively participating in industry conferences as a speaker and chair.

Frank holds a First Class Honours degree in Business from Leicester University, England. His visionary leadership continues to drive innovation and excellence within the sports and sponsorship research industries.

Revenue growth & sales strategy specialist | sports sponsorship consultancy entrepreneur and innovator

Frank Saez LinkedIn Profile

Sharon Havenhand

GLOBAL HEAD OF BRAND & MARKETING

Design, branding and marketing professional Sharon, has a proven ability to transform complex ideas into impactful creative outputs.

Her career spans 15 years in sports and sponsorship research, preceded by roles in investment banking, financial publishing and corporate communications. Having lived in multiple countries, she has gained invaluable international experience that has honed her ability to blend creativity and strategy with a deep understanding of data, design and corporate deliverables. She excels at crafting compelling multimedia content that resonates with global audiences.

As GSIQ’s marketing and branding lead, Sharon combines technical expertise with storytelling to deliver engaging content across multiple channels. Her work drives reporting innovation, brand evolution and data visualisation, ensuring GSIQ maintains a dynamic presence in the sports and research sectors.

Creative, tech-savvy, and curious · Brand, Design, Marketing · Sports & Sponsorship Research and Insights

Sharon Havenhand LinkedIn Profile