THE IQ

SPONSORSHIP

Manchester City announced a new deal with kit manufacturer Puma, extending their current relationship to at least 2035 and setting a contract value of £100mn a year.

That makes the deal the first billion-pound kit agreement the Premier League has seen. So how do you go about making history when it comes to commercial deals? Here’s what two of our UK experts had to say.

SPORTS INVESTMENT

How private equity investment is fuelling a sports industry revolution

GSIQ co-founder Charlie Dundas was recently invited by Citywealth Magazine to share his thoughts on the growing wave of US capital entering sport. Read why Charlie thinks the investment spotlight is only just getting started.

Citywealth

GSIQ’s Co-Founder, Charlie Dundas, provides insights on why big money is targeting European sports.

COMBAT SPORTS

How is GSIQ landing punches in MENA?

Three combat sports have each recently chosen to work with GSIQ in MENA. Why? Professional Fighters League MENA, UAE Jiu-Jitsu Federation and ADXC by IVSM have all switched providers to work with Sam Dawson and his talented local team this year. We look at the appeal of combat sports in MENA and the industry need for knock-out data.

ATHLETICS

How did the London Athletics Meet perform for new sponsors Novena?

Impressively, a sell-out crowd was guaranteed as far back as May. That makes the event by far the world’s biggest single-day athletics meet. We check the live audience figures for the top 10 events.

WOMEN IN SPORT

Women’s Sport Trust Visibility Report – 5 insights you might have missed

At GSIQ we make sure you always get great data. But one big difference to our approach is that we don’t just hand it over – we use our experience to squeeze out every insight we can. So here are five things you might have missed from the headline coverage. And thanks to the Trust for being a great partner.

TENNIS & TECH

Queen’s: Real-time sponsorship data serving up aces

At Queen’s Club, GSIQ is helping the LTA take a major step forward — using near real-time sponsorship data to track visibility, evaluate value, and refine strategy while the tournament is still underway. GSIQ Co-founder, Josh Marcus explains how GSIQ’s SIQ+ and SIQ Live tools are giving the LTA and its partners a clearer picture of what’s working and what’s not — hours, not months, after the action happens.

WEBINAR: SPORTS TOURISTS

Today, we deep dive into our live webinar: What Really Drives Sports Tourists? Backed by data from 6,000+ sports tourists across 12 countries, we’ll unpack what the next wave of global fan travel looks like — and how to make sure you’re on the right side of it.

WEBINAR: INDIAN TOURISTS

We’re proud to have partnered with FINN Partners on The Future of Travel 2025—a timely and insightful look into the evolving preferences of Indian outbound travellers. From affluence to Gen Z, this report explores the behaviours shaping tomorrow’s travel industry.

ARABIAN TRAVEL MARKET

India’s Global Travellers Take Centre Stage: New Insights Report Launched at Arabian Travel Market. We’re proud to have collaborated with FINN Partners on the travel industry’s latest report, “The Future of Travel 2025 – From Dreamers to Doers: India’s Global Travel Generation”.

AWARD NOMINATION

We’re proud to share that GSIQ Middle East is a nominated finalist for Best Advisory Services at the SPIA Awards 2025. To be recognised alongside such respected peers is a fantastic milestone — and a wonderful testament to the progress we’ve made since launching less than a year ago.

AWARD WINNING

GSIQ named Best Newcomer — and we’re absolutely buzzing

We’re thrilled to be named Best Newcomer by the Sport Industry Group. It’s a huge honour, especially in our very first year, and we couldn’t be prouder. Massive thanks to the judges, our clients, and everyone who’s been part of the journey so far — what a night!

SCOTTISH RUGBY

Scottish Rugby’s £120m impact revealed ahead of Six Nations kickoff

New GSIQ research shows that Scotland’s national rugby team delivered £120.4 million in economic impact in just seven months — a timely boost as fans and businesses gear up for the Guinness Men’s Six Nations. The data highlights rugby’s growing importance to Scotland’s economy and the value of elite international events.

WHITE PAPER

GSIQ’s latest international white paper, “Sports Tourists: Travelling With Passion” – developed in collaboration with Milieu Insight – explores the fast-evolving world of sports tourism across 12 global markets.

TOURISM INSIGHT

From affordability to bucket-list buzz, GSIQ and Milieu Insight’s new white paper unlocks what makes fans travel — and spend. Based on 6,000+ interviews across 12 countries, this is the smartest play in sports tourism strategy.

TTRA 2025

We’re delighted that Oliver Rowe will be presenting at TTRA 25 showcasing our latest research on global sports tourism and the opportunities it offers for destinations and travel brands. Eva Stewart will also have the honour to moderate several sessions.

SPORT TECH

Celebrating a brilliant milestone for sports tech – a huge leap forward for athletics and the wider sports industry. What they’re doing is genuinely impressive and ground-breaking. We’re excited to be working with such cutting-edge thinking – definitely one to watch.

SPONSORSHIP AWARDS

At GSIQ, it’s been a real privilege to support this year’s UK Sponsorship Awards as sponsor of the Best Use of Research, Measurement & Evaluation category. Huge congratulations to Women’s Sport Trust on their winning initiative ‘The Buck Stops Here: Unlocking Women’s Sport Sponsorship’.

ARABIAN TRAVEL MARKET

We’re excited to be part of ATM2025 – one of the most significant events in the global travel and tourism industry! As a key platform for innovation, networking, and industry leadership, ATM brings together top brands and professionals shaping the future of travel.

SPORTSPRO NEW YORK

GSIQ is on the ground at the SportsPro New York Conference this week, with Josh Marcus and Nicole Hollomon proudly representing the team in NYC — connecting with industry leaders and exploring the latest thinking in sports media and technology.

EQUESTRIAN SPORT

Huge congratulations to HPower Group and the entire team behind London International Horse Show for delivering such an incredible event! GSIQ saw first-hand the immense effort that went into making this such a success – you truly deserve these outstanding results.

TRAVEL TRENDS

With emerging destinations gaining traction and major sporting events finding new homes, the competition for UK travellers’ attention is fiercer than ever. At GSIQ, we’re always tracking these developments to understand how sport, culture, and new experiences influence global travel decisions.

INVICTUS GAMES

For Canadians, winter is more than just a season – it’s an invitation to embrace adventure. From carving through fresh powder at Whistler Blackcomb to soaking in the charm of Mont Tremblant, Canada is a paradise for skiing enthusiasts. Right now, the Invictus Games Vancouver Whistler 2025, presented by ATCO and Boeing, are in full swing.

SUPER BOWL

You won’t be surprised to hear that GSIQ’s Charlie Dundas had a fantastic time at Super Bowl LIX in New Orleans this weekend. Head to our post to see Charlie’s key takeaways.

REAL TIME TECH

The Super Bowl isn’t just the biggest game in sport – it’s the ultimate stage for brand exposure and fan engagement. At GSIQ, we’re redefining sponsorship intelligence with SIQ+, our proprietary technology that helps brands measure and optimise sponsorship impact in real time – across major sporting events.

TEXAS MARKETING FORUM

GSIQ Tourism Insights’ Global Managing Partners, Eva Stewart and Oliver Rowe have finished up an inspiring time at the Marketing Outlook Forum 2025 in Fort Worth, Texas, diving deep into the latest travel marketing trends with US DMOs and industry leaders. Check out their key takeaways.

PFL DUBAI

GSIQ’s Sam Dawson shares this incredible experience. Professional Fighters League’s title fight between Nurmagomedov and Hughes at the Coca-Cola Arena in Dubai.

TRAVEL TRENDS

Solo travel has become more diverse, inclusive, and meaningful. Today’s solo travellers seek personal growth, adventure, and social connections, with many being older and more willing to invest in enriching experiences.

E1 SERIES – JEDDAH

GSIQ’s own Charlie Dundas getting a close-up of the action at the opening race of the E1 Series season in Jeddah! Kicking off the second season on 24–25 January, this spectacular event continues to showcase innovation and sustainability on the water.