Daily Research News Online no. 13088 - Irish Sports Division for Kantar

Irish Sports Division for Kantar

February 7 2011

Kantar Media has launched an Irish sponsorship division, complementing existing offerings in the UK, France, Spain and China.

Dan Halliwell and Richard Brinkman Kantar says the dedicated Irish KantarSport will enable sponsors and rights-holders to monitor the performance of sponsorship in the Irish Market, in detail, over the course of a brand's involvement.

Dan Halliwell, Managing Director of Kantar Media Ireland said: 'Sponsorship has become a major activity for many Irish brands and we have been providing media analysis around this for some time. The launch of KantarSport enables us to bring a much deeper level of intelligence to the client when analysing sponsorship performance. It also allows KantarSport's international clients to receive core local data from the Irish market, something that no other competitor in the sponsorship area can match.'

Areas covered by the new service include both the perceptions of paying customers and fans, benchmarking, and an understanding of overall size and scope in a market which estimates suggest will exceed 120m Euros in Ireland in 2011.

With offices in Dublin and Belfast and more than fifty people on the team, Kantar Media Ireland employs over 50 people and will measure a number of areas including:

Fan Experience and Venue Appraisal, conducted dirctly with event attendees
SportScope - a panel-based tracking service
bespoke Sponsorship Impact research
Sportsi Evaluation - Live broadcast brand exposure measurement
Audience Analysis, and
Multi-Country Evaluation with a benchmarking capability.

According to Richard Brinkman, Head of KantarSport at Kantar Media Intelligence: 'Our launch at the Aviva underlined the hunger by local brands to measure sponsorship performance, with over 30 companies represented at the event. Adding Ireland to our International capability is significant, based on the market's maturity and the success and dominance of Irish teams on the international sports scene. It's an exciting advancement for Kantar Media in Ireland and internationally'.

Web site: www.kantarmedia.ie .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.