The Oxford Partnership

What The Oxford Partnership does

The Oxford Partnership is a London-headquartered hospitality market intelligence firm founded in 1990 that operates the Market Watch platform, integrating four proprietary datasets—Outlets, Usage, Volume, and Price—built on flowmeter telemetry from approximately 12,000 UK venues (via partnership with Vianet Plc) and aggregated consumer spend data from 17 million Barclays customers. The platform covers 99,525 active UK venues and extends to 95,000+ venues across 250+ international cities, with eight years of historical data powering trend analysis and the company's flagship State of the Nations report. Customers include global beverage brands (AB InBev, Diageo, Thatchers, Whyte & Mackay, Damm, BBG Group, Well & Co), broadcasters (Sky, TNT Sports), and infrastructure organizations, served via recurring subscriptions to Market Watch, one-time Insight Reports priced at £200-£600, and bespoke Special Projects.

Revenue is generated through three streams: Market Watch subscriptions (the primary recurring engine), one-time Insight Reports (typically £200-£600 each), and Special Projects—a professional services line that has expanded beyond hospitality into adjacent infrastructure verticals including electric vehicle charging site selection and broader Smart Data for Place & Infrastructure work. The firm is a private limited company with 11-50 employees, has never raised external funding per available disclosures, and monetizes a data and methodology moat rather than a software subscription at scale. Distribution is direct to enterprise clients across beverage, media, and infrastructure segments, with the Vianet and Barclays partnerships providing differentiated supply-side data that competitors cannot easily replicate.

Name

The Oxford Partnership

Legal name

The Oxford Partnership Limited

Website

https://oxford-partnership.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Oxford Partnership is a UK hospitality market intelligence firm operating the Market Watch platform, integrating flowmeter and consumer spend data across 250+ cities to serve beverage brands, broadcasters, and infrastructure organizations.

Ownership category

akta.pro rank

Product category

Hospitality Market Intelligence

akta.pro primary industry

Price Tracking, Alerts & Deal Discovery (Fare Prediction/Watchlists) (THALAEAJ)

Keywords

• Hospitality market intelligence
• Real-time venue analytics
• On-trade data services
• Consumer behavior insights
• Draught volume tracking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D

Revenue model

1. Market Watch Subscription Services: Recurring subscription revenue from Market Watch data services combining Outlets, Usage, Volume, and Price datasets, available individually or in tailored combinations. Subscriptions delivered via bespoke software platform.
2. Insight Reports Sales: One-time purchase of downloadable insight reports covering specific events (sports tournaments, holidays) and market trends. Reports priced at £200-600 per report including VAT.
3. Special Projects: Custom data projects including Smart Data solutions for infrastructure and campus planning, delivered via SQL and CSV formats with enterprise-grade security and SLAs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Oxford Partnership sells real-time market intelligence subscriptions and bespoke data analytics for the hospitality on-trade sector. Its flagship Market Watch service integrates four datasets—Outlets, Usage, Draught Volume, and Price—into a 360-degree venue view at micro-outlet level, sold individually or combined, augmented by downloadable insight reports and custom Special Projects for infrastructure and campus planning.

Product overview

The Oxford Partnership offers Market Watch as its core unified platform, integrating four distinct data modules (Outlets, Usage, Draught Volume, and Price) to deliver comprehensive 360-degree market intelligence for the hospitality sector. The platform is augmented by the On Trade Tracker for weekly performance snapshots, Trading Patterns for trend analysis, and a Special Projects arm for bespoke smart data solutions. The company also commercializes Insight Reports including its premium 'Time, Money and Moments: European Capital Cities Hospitality Report' series. The offering spans outlet-level data across the UK, Ireland, and key international cities, with data sourced from proprietary collection and partnerships with Vianet and Barclays.

Differentiator

Problem solved

Functional benefit

Products and services

• Market Watch

Quantifiable outcome

• Average £2,002 income per outlet during major sporting events (Guinness Six Nations Round 3)
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature8 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Vianet PlccoreTechnology or Integration · 1 January 2019Partnership since 2019 providing flowmeter data from approximately 12,000 venues equipped with flowmeters on draught beer and cider lines. This flowmeter data enables Oxford to generate detailed sales insights at both category and brand level, with granularity down to hourly and daily performance—helping businesses optimise sales strategies with precision.
• BarclayscoreTechnology or IntegrationPartnership providing £ spend data and insights from 17 million customers, including 11 million app-engaged users, covering 4 billion transactions per year. This enables Oxford's clients to understand consumer profiles and spending habits at outlet level, providing comprehensive consumer profiling capabilities.
• DojosupportingTechnology or IntegrationPayment technology partnership referenced in insight reports analyzing consumer spending data alongside draught beer sales performance.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NielsenIQ (NIQ): Global consumer measurement giant covering beverage, retail, and FMCG; competes via its broader measurement suites and through CGA in the on-trade — overlaps with Oxford's enterprise customers (AB InBev, Diageo) but offers a far wider portfolio.
• Circana (formerly IRI + NPD): Large-scale retail and consumer data analytics provider serving CPG and beverage suppliers — competes for share of beverage supplier analytics budgets and offers outlet/point-of-sale measurement overlapping with Oxford's Price and Volume datasets.
• Kantar: Global market research and analytics firm with beverage and retail measurement practices serving many of the same enterprise accounts — overlapping capability with Oxford's Market Watch but at much greater scale and breadth.

Emerging players

• Placer.ai: Footfall and location analytics platform using mobile trace data — direct overlap with Oxford's Usage dataset and Special Projects infrastructure work, but with US-centric coverage and a self-serve SaaS model aimed at a broader customer base.
• GuestMetrics: US-focused on-premise beverage and foodservice measurement provider using POS and operator data — overlapping product logic with Oxford's Draught Volume and Price modules but geographically concentrated in North America.

Others

• AlixPartners / consultancy-led on-trade advisory: Strategy consultancies serving global beverage suppliers — compete for the same strategic advisory wallet (State of the Nations–style engagements) and increasingly bundle proprietary market intelligence into their services.
• Vianet Plc: UK-listed flowmeter and hospitality data company — Core strategic data partner of Oxford (since 2019) supplying draught volume feeds from ~12,000 venues; also an enabler/competitor in adjacent venue telemetry and analytics.

Regional players

• Fourth: UK/US hospitality software vendor for inventory, workforce, and purchasing — adjacent competitor for hospitality analytics budgets, with operational data from restaurants and pubs that overlaps Oxford's outlet-level measurement.
• Zonal: UK hospitality technology provider (EPOS, CRM, loyalty) to pub groups and restaurants — adjacent rather than directly competitive, but serves overlapping pub-company accounts and possesses transaction data that intersects with Oxford's Usage product.

Direct peers

• CGA Strategy (CGA by NIQ): UK-based hospitality on-trade market intelligence specialist, now owned by NIQ — the most direct competitor, serving beverage suppliers and pub companies with outlet-level measurement, consumer research, and strategic insight across the same GB On Trade Oxford tracks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theoxfordpartnership
• LinkedInlinkedin.com/company/the-oxford-partnership
• Instagraminstagram.com/oxfordpartnership
• Xx.com/OxPartnership

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Oxford Partnership