Sport UK

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

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.

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.

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

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.

British Triathlon has named GSIQ as its Official Strategic Insights Partner in a landmark collaboration that will strengthen audience understanding, unlock new opportunities, and fuel growth on the road to the LA 2028 Olympic and Paralympic Games.

GSIQ experts reveal what it takes to land a billion-pound kit deal — from brand power and longevity to efficiencies, confidence, and the people behind it.

You may have already seen the headlines of the latest Women’s Sport Trust’s Visibility Report, which GSIQ helped to present this week. The main takeaways are about unprecedented digital growth coupled with a decline in linear broadcast figures. But at GSIQ, our approach is to look beyond the headlines and provide clients with nuanced analysis. Here are five observations that stood out to us at GSIQ in reviewing the latest WST Visibility Report: