The IQ
Welcome to The IQ, GSIQ’s blog featuring insights and trends in sports and sponsorship. Discover industry news, updates on GSIQ, and informative articles designed to help you stay ahead.
WHAT WE’RE TALKING ABOUT
CRICKET
The West Indies’ win over England has reinvigorated excitement around Caribbean cricket, coming fresh off the back of co-hosting the T20 World Cup with the USA earlier this year. Events like these highlight the incredible potential for brands to connect with fans in the Caribbean and benefit from the region’s iconic culture and unmatched energy. From boosting fan engagement to driving tourism, cricket has the power to ignite growth in the Caribbean like few other sports can.
MARATHONS
What can the TCS New York City Marathon tell us about the future of mass participation events? They are now central to the brand-building efforts of many cities and serve as a huge driver for charitable fundraising. They provide compelling possibilities for sponsors, from brand exposure to direct marketing through event communication channels, and more.
TENNIS: SIX KINGS SLAM
The early results are in. 🔍📊 GSIQ’s LIVE analysis of Rafael Nadal’s Final Clash with Novak Djokovic at the Six Kings Slam – A historic farewell to one of tennis’ greatest rivalries🎾🏆 GSIQ conducted a live examination of the social media buzz and brand exposure performance from the highly anticipated third-place match between Novak Djokovic and Rafael Nadal at the Six Kings Slam in Riyadh.
BASKETBALL: WNBA
How is the WNBA changing the face of basketball? On Sunday 20 October, the New York Liberty took the 2024 title with a heart-stopping 67-62 overtime win in front of 18,800 fans at the Barclays Center. The numbers are sky rocketing. We ask what future does this suggest for the women’s game? How does this exposure impact youth participation and future-proof the games fandom? And as the NBA returns for 2024/25, how will it influence wider basketball fandom?
OUT OF OFFICE
JOSEPH’S PASTA COOKOUT
With the kitchen heat on and the stakes high, GSIQ’s Joseph Eapen stepped up to the plate this weekend at the Vedanta Delhi Half Marathon Pasta Cookout. Never one to back down from a challenge, Joseph brought his A-game and, with the expert partnership of Meena Bhatia, VP & GM of Le Meridien New Delhi, they formed a winning duo. Together, their culinary skills shone through, earning them the top spot in this fiercely competitive cook-off.
JOSH AND TODO CIUDAD FC
In a landmark grassroots football sponsorship, GSIQ has officially signed a multi-year front-of-shirt deal with Islington Midweek League veterans, Todo Ciudad FC. Of course, there’s a twist: with GSIQ’s Co-Founder Josh Marcus at the helm of both the sponsor and the team, some might joke that he’s sponsoring himself! But, as analysts note, when the numbers add up, who’s really counting? 😉
GSIQ CLIENT PARTNERSHIP ANNOUNCEMENTS
NEW PARTNERSHIP: NEW BALANCE
GSIQ is proud to announce our partnership with New Balance in the Middle East. New Balance has achieved substantial growth in recent years, becoming a global sportswear giant, driven by best-in-class products and experiences across running, lifestyle and performance. Specific to the MENA region they are one of the fastest growing sports brands.
GSIQ NEWS
PRESS RELEASE
24 October 2024
GSIQ has launched GSIQ Tourism Insights, a new division focused on delivering tailored research and intelligence for the travel and tourism industry. Co-founded by industry experts Eva Stewart and Oliver Rowe, the division strengthens GSIQ’s global offering, combining industry expertise with innovative strategies.
PRESS RELEASE
1 October 2024
GSIQ is excited to welcome Ted Harwood as our new Managing Partner, Australia & New Zealand. Ted will lead our expansion into these vitally important markets, applying GSIQ’s bespoke approach to data-gathering and analytics to help sports and sponsorship clients meet a distinctive set of regional challenges.
PRESS RELEASE
4 June 2024
GSIQ has appointed Frank Saez as its new Chairman. A leading authority in global sports business analysis, Saez brings over 25 years of experience to GSIQ, enhancing its growth plans. Saez joins co-founders Charlie Dundas and Josh Marcus, and Managing Partner Joseph Eapen, to redefine client-agency relationships with human-backed intelligence.
PRESS RELEASE
14 May 2024
Joseph Eapen brings a wealth of experience and deep knowledge in the sports and sponsorship intelligence sector. He has held senior positions at top sports research firms including YouGov Sport, SMG Insight, Repucom, MRUC and aMap. Over his 25-year career in marketing research and media measurement, Joseph has also established a reputation as a specialist thought leader on the sports economies of India and Pakistan.
PRESS RELEASE
14 May 2024
Industry veterans Charlie Dundas and Josh Marcus have launched GSIQ, a boutique agency specializing in human-backed data intelligence. With over 30 years of combined experience, GSIQ aims to revolutionize client experiences through tailored, insightful solutions in the sports and sponsorship industry.
LUXURY BRANDS & SPORT
How are events like the America’s Cup helping luxury brands reach their target audience? Louis Vuitton is the title partner of the 37th edition of sailing’s most prestigious competition, which this week sees Ineos Britannia try to wrest the title away from long-time holders Emirates Team New Zealand.
