GSIQ

With the Milano-Cortina Winter Olympics and the FIFA World Cup on the calendar, 2026 will be a defining year for sponsorship. From better measurement to sponsorship as a true platform, these are five trends set to shape the industry.

Arabian Travel Market 2026 will spotlight the rapid growth of sports tourism, as new research from GSIQ reveals that sports event travellers spend up to twice as much per trip as regular tourists, creating major opportunities for destinations, hotels and travel stakeholders.

2026 is a bumper year for sport and it kicks off with the Winter Olympics in Milano-Cortina. New insight from GSIQ’s global consumer travel tracker, TACTIQ, shows that unprecedented numbers of sports fans are planning to travel to Italy for the Games.

Many outside sport will have raised their eyebrows at Luke Littler’s record-breaking £20m sponsorship deal. But the fact that they are familiar enough with a darts player to be surprised tells you everything you need to know.

What did the Battle of the Sexes tennis match really deliver? GSIQ analysis reveals UK audience reach, sponsorship value, apparel exposure and social buzz — all measured within 24 hours of the event

GSIQ’s consumer travel tracker, TACTIQ, reveals how Brits plan to travel this Christmas — from visiting family and enjoying festive day trips to booking winter sun escapes and saving for future holidays. Despite economic pressures, demand for staycations, events, and value-led breaks remains strong, with travel emerging as the top choice for any extra festive spending.

Sponsorship Effectiveness Forum publishes landmark study The Sponsorship Effect, revealing major gaps and opportunities in how sponsorship drives growth The Sponsorship Effectiveness Forum (SEF) has today released The Sponsorship Effect, a new cross-industry analysis of 92 sponsorship case studies coded to Institute of Practitioners in Advertising-style standards

Women’s sport reached record female audiences across the UK this summer, with record-breaking broadcast and digital viewership revealed in the latest Women’s Sport Trust Visibility Report, featuring analysis from GSIQ.

There’s no summer like an Ashes summer — and for Aussie cricket fans, it’s as much about the ritual as the rivalry. From the first ball in Brisbane to the final over in Sydney, GSIQ explores what’s really shaping fans’ choices this season, both on and off the field.

The Saudi Pro League’s global ambitions are no longer just talk. It's growth is measurable. With 57,000 hours of global broadcast coverage, rising social visibility, and expanding reach across new markets, GSIQ data shows why this could be the season the world starts taking Saudi football seriously.