GSIQ Insight

Few things concentrate the mind of a sponsorship manager quite like a cancelled competition. Whether caused by extreme weather, geopolitical instability or, as seen in 2020, a global pandemic, the removal of an event from the calendar creates immediate commercial questions. As recent disruption linked to the Middle East has shown, the impact is not limited to the race itself. While Covid exposed the fragility of sponsorship models built around live spectacle, it also highlighted the value of content, community and digital infrastructure in maintaining sponsor value when events cannot take place

Ahead of the 2027 Rugby World Cup, we assess how Rugby Australia’s current sponsors are performing among union fans. The data shows positive brand uplift for Bet365 and InterContinental within the rugby audience, alongside renewed partnership activity and a multi-year home tournament cycle that creates sustained commercial opportunity.

With the USA men qualifying for the 2027 Rugby World Cup in Australia, the next two years represent a critical growth window for rugby in the United States. While participation among young Americans remains low (3%), curiosity about the sport slightly exceeds current playing levels. Data shows that entertainment, community, identity and family tradition are key drivers of sports fandom among 15–25-year-olds — suggesting rugby’s growth opportunity may lie as much in fan development as grassroots participation.

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.

MICRO-STORIES Data-led carousels and infographics designed to be scrolled, shared and saved. How is Rugby Australia delivering for sponsors? March 2026 · CONTACT Georgie Liddle, Client Services Director, Australia[...]

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