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Nielsen Launches New Sports Team Insights Unlocking Fan Behaviours And Attitudes

3 minute read | September 2021

Auckland: 22 September 2021: Today, Nielsen (NYSE: NLSN) announced the latest enhancements to Consumer & Media Insights (CMI) now featuring new insights on sports fans, allowing clients to link sports teams to brand data leveraging a sample size of over 10,000 New Zealanders. 

Team fans1 make up more than 3M New Zealanders, 74% of Kiwis aged 15+, and Nielsen is now in a position to provide the New Zealand sports industry with an ongoing information source that can link the value of sports fans to their commercial growth objective. 

At launch, Nielsen will be able to unlock insights on fans for 10 national sports teams – All Blacks, Black Caps, Black Ferns, Silver Ferns, Tall Blacks, and many more – and 14 domestic sports teams – ranging from the Blues to Warriors, Northern Mystics to Southern Steel, NZ Breakers, Wellington Phoenix, and more. 

This versatile information source supports practical applications and decision making. It provides the sports industry with:

Helene Maurer, Director, Client Development, Nielsen said, “As a sports-mad nation with  3.7M  sports fans2, it is crucial for sports organisations, sports rights holders, advertisers, sponsors, and media owners to profile and understand their fans and prospective fans to unlock new partnership and growth opportunities.”


Nielsen has the inside track on fan data at a team level, meaning you get a peek inside how they think, why they cheer and where they live. 

With the new Nielsen dataset, sports rights holders can identify opportunities with over 100 different brands by category, for example within the Fast Food category: on average, 2.5M fans would dine out in an average month, of which 1.9M (61% of fans) patronised the top five quick-serve restaurant brands: McDonald’s, KFC, Dominos, Subway and Burger King.

The enhanced datasets provide a unique understanding of New Zealander fan engagement and their behaviour across the sports entertainment landscape and allow brands to uncover emerging trends on a quarterly basis and explore the types of products, services and industries most connected to a particular fan base.  

Note 1: Team fans are defined as New Zealanders aged 15+  that are interested in at least one of the 24 national or domestic sports teams on the CMI survey.

Note 2: Sport fans are defined as  New Zealanders aged 15+ that are interested in, participated or attended last year, or likely to take up/participate in a range of sports in the next 6 months.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.

An S&P 500 company, Nielsen offers measurement and analytics service in nearly 60 countries. Learn more at or and connect with us on Twitter, LinkedIn, Facebook and Instagram.



Sara Guainazzi