Sport ANZ

Formula 1 now sells enough tickets each season to rank among the world’s major events. But unlike most mega-events, the championship moves from city to city, creating a travelling wave of sports tourism. Using data from TACTIQ, GSIQ analysed the fans most likely to travel for F1, examining their demographics, travel habits and destination preferences. The findings show how these fans differ from other travellers and why they represent a particularly valuable tourism segment.

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.

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.

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.

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.

Golf participation in Australia is booming — up 19% in five years — creating powerful opportunities for brands and marketers. GSIQ research reveals who Australia’s golf fans are, how they engage, and what motivates them to discover new experiences.

Destinations work tirelessly to build their reputations on the global travel market. But whether it’s family-friendly golden beaches or ‘coolcation’ clear mountain air, to sustain that reputation they must also deliver against their marketing promises. Our new global travel tool, TACTIQ, tracks exactly which destinations do that, using the ‘recommend’ metric. It asks travellers in the five biggest tourism markets (which provide two fifths of all global tourists) which destinations they would recommend to their friends, family and colleagues.

GSIQ Australia and New Zealand continues its expansion with the appointment of Georgie Liddle, formerly Senior Strategy and Insight Manager at the United Rugby Championship, as Client Services Director.

GSIQ has won the Tech Breakthrough Award at the Leaders in Sport Awards 2025 for its cutting-edge tools, SIQ Live and Crystal. These innovations allow real-time sponsorship impact tracking and robust audience measurement in unrated TV markets, marking a major step forward in sports technology.