GSIQ Insight

Research among 15–25-year-old Americans shows that football converts fewer young people into players than basketball or soccer, yet remains one of the most effective sports at generating fandom without participation.

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.

As ANZ extends its sponsorship of Tennis Australia towards 20 years, we look at what its long-standing relationship with the sport has delivered, using data on Australian tennis fans and their relationship with the brand.

CAROUSEL STORIES Data-led micro-stories designed to be scrolled, shared and saved. RESOURCES TO DOWNLOAD January 2026 · CONTACT Charlie Dundas, GSIQ Co-founder · Interested[...]

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

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

Australia’s horse-racing season is in full swing — but as cost-of-living pressures bite, betting activity has softened. GSIQ data reveals which brands racing fans are backing, with Sportsbet and TAB leading the field, while Bet365, Ladbrokes, Neds, and Dabble compete for attention among a smaller, more selective audience.

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.