dentsu Announces dentsu Sports Analytics

Dentsu Sports International today announced the launch of dentsu Sports Analytics, a new global offering bringing together the best research, data, and analytics capabilities of MKTG Sports + Entertainment (MKTG), Sponsorship Research International (SRi) and dentsu’s Merkle, to help drive better outcomes across the sports and entertainment measurement industry. Based in New York, experienced global leader Glenn Lovett has been appointed global managing director.

MKTG Global CEO and DSI president, Matt Manning, said of the appointment, “The launch of dentsu Sports Analytics highlights the importance and demand for data to enhance our ability to accurately measure and analyse the true commercial benefits of a partnership. Given his extensive experience at Repucom/Nielsen and working in North America, EMEA and APAC, Glenn is the ideal candidate and a natural fit to accelerate our global analytics business in these regions. Furthermore, this opportunity becomes a reality by bringing together Merkle’s best-in-class performance data and SRi’s and MKTG Insight’s sponsorship analytics. This unique combination will change how partnerships can be analysed and measured domestically and across borders.” 

“An industry moving at the speed of fans needs data, analytics and insights that can keep up,” Glenn said. “By bringing the best data resources from across the dentsu group to the sports and entertainment industry, dentsu Sports Analytics will help brands and properties to better understand fans and audiences, and to maximise the value and measure the impact of sponsorship and media investments.”

Whilst this offering was born out of MKTG and SRi, the addition of the resources of Merkle, one of the world’s largest and most advanced data analytics and customer experience businesses, and dentsu’s broader data and media analytics capabilities, dentsu Sports Analytics has access to unrivalled data, data science, and targeted audience and digital marketing capabilities.

“Through this combination of entities, dentsu Sports Analytics can provide sports and entertainment sponsors with an unrivalled data set across more than 11,000 attributes for 268 million people in the US alone, and also connecting into dentsu’s global consumer and media data sets across 70 countries,” Glenn said. “In a nutshell, we are super-sizing our offering and, in turn, our clients’ ability to maximise their reach and achieve their goals through sports and entertainment investments.”

With offices in North America, EMEA, and APAC, dentsu Sports Analytics will deliver a truly global and local market offer across high-end custom consumer research, syndicated fan and audience data, rights valuation, and measurement services to leading clients worldwide.