SMG INSIGHT IS THE SPORTS AND SPONSORSHIP RESEARCH SPECIALIST ARM OF YOUGOV.
WE DELIVER LEADING EDGE B2B AND B2C RESEARCH AND CONSULTING SOLUTIONS WHICH ENABLE WORLD-LEADING SPORTS GOVERNING BODIES, SPONSORS AND SPORTS INVESTORS TO MEET THEIR STRATEGIC GOALS AND BUSINESS OBJECTIVES.

OVER THE LAST 12 MONTHS WE HAVE …

3,000

Analysed over 3,000 hours of sport

$800m

$800m of media exposure analysed

400

 Delivered 400 client reports in 15 different countries

280

280 client presentations on 5 different continents

30

Undertaking sports surveys across more than 30 markets

MEDIA MONITORING AND EVALUATION

360° MEDIA INSIGHT

ARE YOU KEEN TO KNOW THE FOLLOWING?

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LAST YEAR WE MONITORED GLOBALLY …

2,450 TV channels
9,600 Publications
14,500 Websites
780 Hashtags

We use our leading in-house and external media research solutions to track both incidental and generated global media coverage

We have invested and developed new delivery insight and data collection tools to enhance how we share data with our clients

We have established new social and digital-specific evaluation methodologies, based on the differences in media type and data utilised

We’re highly experienced in delivering large volumes of data in informative formats, accompanied by insightful narratives

UNPARALLED NEW GENERATION OF SPORTS RESEARCH

SMG INSIGHT COMBINES EXTENSIVE EXPERTISE AND EXPERIENCE OF THE SPECIALISED INDUSTRY THAT SURROUNDS SPORT WITH THE WORLD’S PREMIUM MARKET RESEARCH COMPANY, YOUGOV

YouGov have a global panel of almost 4 MILLION PEOPLE worldwide across 37 COUNTRIES

… they provide us with a live, continuous stream of data which is captured to populate the YouGov Cube, our connected profile data library

Global panellists completed over 20 MILLIONS SURVEYS last year

Access to 28 offices in 21 countries with SMG Insight specialists across 4 continents

SPORTS BUSINESS INSIGHT

LATEST RESEARCH, POLLS, SURVEYS AND ANALYSIS

Adidas bases IAAF decision on bottom line – not just reputation

The sporting world has been gripped by speculation that sportswear giant Adidas plans to terminate its sponsorship of the IAAF (the International Association of Athletics Federations).

The IAAF has been affected by a series of damaging scandals that have rocked the reputation of athletics. The most serious allegation, is that a doping culture was pervasive in the sport, and that corruption was embedded within the organisation under previous President, Lamine Diack. Russia was accused of ‘state sponsored doping’, with former gold medallists said to have cheated. The country has subsequently been suspended from competition.

Adidas has therefore indicated to the IAAF that it wishes to cut short its 11-year agreement with the organisation. The issue is however…

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Premier League mid-season predictions: Arsenal to win, Villa for relegation

Arsenal are now British football fans’ pick for the Premier League title – as Chelsea crash from 42% expecting them to win in our pre-season prediction poll to just 1% …

The people’s champion: Lionel Messi is ‘the best footballer in the world’

A new global poll of 18,000 people in 17 countries confirms that Lionel Messi is seen by fans as the best footballer in the world …

BRAND HEALTH ANALYSIS As the NFL announces its continued expansion in the UK, clinching a three year deal with Twickenham on top of fixtures already agreed with Wembley and Spurs, SMG Insight/YouGov’s SportsIndex tool looks at whether the USA’s most followed sport is gaining traction in the UK market.

  • US sentiment fluctuates whilst UK remains consistent
  • UK positive impressions dips between games
  • Both nations rate quality over value
  • Crucial years ahead for NFL brand health
READ FULL ANALYSIS