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Sports sponsorship: New sprint for Africa
Nielsen has launched its global Fan Insights digital platform in SA and plans to do the same in other African countries, with the aim of giving potential sponsors an in-depth view of sports and lifestyle interests in a relatively untapped market
25 March 2021 - 05:00
A key obstacle preventing big brands from sponsoring sport in Africa is a lack of quality data, mostly on the huge fan base they could reach. And, make no mistake, it is a lucrative global business.
Industry estimates suggest sports sponsorship was worth $59bn in 2020 and is set to rise to $90bn by 2027...
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