Sport is a vibrant, fascinating and ever-expanding industry – one central to the lives of hundreds of millions of people. Yet at this moment, it faces some complicated questions.

This is a period of massive uncertainty. Volatile economic conditions have led to intense financial pressures in some territories. Margins are tighter, events more expensive, subscribers and sponsors more discerning about how and where they should spend their money.

At the same time, the commercial models that have helped sports leagues to flourish in the recent decades are under unprecedented strain. Long-term disruption throughout the world of media has shaken the rights market, leaving many organisations seeking fresh sources of growth.

Audience behaviours are changing fast, to the point where even parts of a single fanbase have their own distinct preferences. In every territory, across a range of digital outlets and in-person experiences, consumers can find a sprawling array of competitors for their attention. Sports bodies can no longer depend on traditional attachments or accidental discovery to build their communities, nor can they expect popularity or high profile to lead directly to revenue generation.

The picture is just as complex for brands and media groups. With sports and entertainment audiences splintered across multiple channels, companies on the buy side of the rights equation must look carefully for value.

Meeting the moment

Still, these are also days of real promise. The rise and rise of women’s sport is opening avenues to more and different demographics. Standout athletes are developing their own profiles to bring together audiences in unexpected ways. Sports are being exported and reinvented, while incoming technologies like AI are enabling more content and more points of contact.

With major investment flows redirecting power, influence and fan interest, it can be a bewildering environment to navigate. To find a way through, it pays to start by plotting points of clear, reliable information. For any business or rights holder working in sport, there are a few questions that will always be worth asking.

Who are your fans? What do they want? What do they really value? And where can I find more people like them?

A new vision for audience intelligence

This is a moment for specialised guidance in audience research.

For several years now, the consumer data sector has begun to acknowledge and respond to the importance of sport. But many leading players are not in a position to deliver the service that the sports industry needs in this period of flux. Years of consolidation have produced agencies that can operate at tremendous scale but are less nimble or differentiated than many organisations have come to require.

This is where GSIQ comes in. A full-service agency founded by respected intelligence analysis specialists, we are combining decades of focused experience with an agile, boutique approach to client support.

The people are the brand: GSIQ’s principals offer personal credibility and highly specialised expertise, with an outstanding track record of delivery for rights holders, sponsors and media groups of all shapes and sizes. We recognise that sport has different needs when it comes to audience data, with both fan and B2B-relevant implications. And we understand how data-gathering can have a direct commercial impact, addressing the priorities of current and prospective partners.

Our vision is rooted in a deep desire to go beyond generic, top-line surveys – forensically rooting out the intelligence will make the difference to each client. From media research and sponsorship evaluation to consumer insight and a range of consultancy services, we will tailor our solutions to every brief and budget, while collaborating with premier suppliers so that no objective is out of reach.

We know what information makes a case for sponsors to commit to sport, helping rights holders uncover the killer details that mark them out as strong potential partners. And those capabilities can also point brands and their agencies towards the right opportunities, while informing their long-term activation plans.

We are applying particular attention to nations and regions that are shaping the future of sport – including India, where we aim to create pioneering intelligence on a fast-emerging market – to help partners attract compatible audiences and identify compelling, sometimes surprising possibilities.

Allied to our wealth of historical knowledge and refined, innovative methodologies, that research can generate the actionable insights sports brands need to build strategies that meet the challenges ahead.

The data is only the beginning. We want to lead our clients to the questions they should be asking next.