YouGov Sport
YouGov Sport is the sports and esports research division of publicly listed YouGov plc, providing daily brand tracking, audience profiling, sponsorship measurement, custom research, and AI-simulated consumer intelligence to sports properties, leagues, sponsors, broadcasters, and esports organizations worldwide.
- Company typePublic
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What YouGov Sport does
YouGov Sport is the dedicated sports and esports research division of YouGov plc, a London-headquartered, publicly listed (LSE: YOU) international online research and analytics group founded in 2000. The division provides daily brand tracking, audience profiling, sponsorship measurement, custom research, and ad-testing services to sports properties, leagues, sponsors, broadcasters, publishers, and esports organizations. Its customer base includes FOX Sports, Premiership Rugby, Rugby League World Cup, Excel London, Southampton FC, Cheerz, and Extreme E, with named senior commercial leadership in the UK (David Lucas, Head of Sports UK; Matt Mills, Commercial Director) and the US (Jonathan Pelts, Head of US Sport; Paul Lundquist, SVP Research), and a global head, Nicole Pike.
The division's core technology is an audience intelligence platform built on a global panel of 30 million+ registered members across 64 countries, with 2 million+ profiling data points covering attitudes, opinions, media consumption, and behavior. The flagship product, SportsIndex, performs daily tracking of 16 brand health metrics across 3,300+ sports and esports brands, supported by always-on historical data. Other products include Global Fan Profiles, Sports Sponsorship Solutions, Research Surveys, Ad Testing, and — launched in 2025 — YouGov Parallax, which combines AI-powered consumer simulation with real-panel validation. Data is delivered through dashboards, a Profiles API, and Model Context Protocol (MCP) integrations.
YouGov Sport generates revenue primarily through subscription-based brand tracking, custom research engagements, and audience intelligence subscriptions, sold via an enterprise field-sales motion with annual contract cadence and custom-quoted pricing. The 24-hour enterprise inquiry response SLA, multi-country sales coverage (UK, US, Germany, France, Spain, Italy), and dedicated industry reports and case studies support a sales-led, content-supported go-to-market. No standalone revenue is disclosed; the division operates as a sector vertical within the publicly listed parent group, which reports 3,000+ employees across 34 countries.
YouGov Sport firmographics
Firmographics- Name
- YouGov Sport
- Legal name
- YouGov plc
- Website
- https://sport.yougov.com
- Company type
- Public
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- YouGov Sport is the sports and esports research division of publicly listed YouGov plc, providing daily brand tracking, audience profiling, sponsorship measurement, custom research, and AI-simulated consumer intelligence to sports properties, leagues, sponsors, broadcasters, and esports organizations worldwide.
- Ownership category
- akta.pro rank
YouGov Sport industry classification
Industry- Product category
- Sports & Esports Market Research Software
- NAICS
- Spectator Sports (7112), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)
- akta.pro secondary industry
- Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)
Keywords
Where YouGov Sport is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
YouGov Sport business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Brand Tracking & Measurement: Subscription-based brand tracking services providing daily monitoring of brand health metrics across sports and esports properties. Continuous monitoring with historical data access.
- Custom Research & Surveys: Market research services ranging from quick surveys to custom research projects. Provides actionable intelligence with expert consultation for sports industry clients.
- Audience Intelligence: Audience understanding solutions built from 30 million registered panel members worldwide. Available through dashboards, API, and MCP integrations for comprehensive consumer insights.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on scope and requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
YouGov Sport product offering
Product offeringCore offering
YouGov Sport provides subscription-based sports and esports market research, daily brand tracking, and audience intelligence services. Its core products—SportsIndex, Global Fan Profiles, sports sponsorship solutions, custom research surveys, and ad testing—are built on a global online panel of more than 30 million registered members and are delivered to enterprise clients via dashboards, API, and MCP integrations.
Product overview
YouGov Sport offers a comprehensive market research and brand intelligence platform for the sports and gaming industry. The core platform is built on an audience intelligence system spanning 30 million registered panel members with 2 million+ profiling data points. Key products include SportsIndex for daily brand tracking across 3,300+ sports brands, Global Fan Profiles for deep audience segmentation, and YouGov Parallax for AI-powered simulation with real-world validation. Additional modules include sports sponsorship solutions, custom research surveys, and ad testing capabilities. Data is accessible through dashboards, API, and Model Context Protocol (MCP) integrations.
Differentiator
Problem solved
Functional benefit
Brands
- YouGov Sport: Sports & esports market research, brand tracking, and audience intelligence services for the sports industry.
- YouGov Profiles
- BrandIndex
Products and services
- SportsIndex (YouGov BrandIndex for Sports) Daily brand tracking product for major sports and esports properties, monitoring awareness, consideration, loyalty, and other brand health metrics across 3,300+ brands globally on 16 core metrics, with historical data for longitudinal analysis.
- Global Fan Profiles Audience intelligence product providing deep understanding of the make-up, attitudes, and behaviors of sports and esports fans worldwide, built on 30 million registered panel members and 2 million+ profiling data points.
- Sports Sponsorship Solutions Strategic decision-making solution that combines sponsorship, viewership, and digital media expertise to help sports brands, teams, and sponsors measure and demonstrate sponsorship effectiveness and ROI.
- Custom Research Surveys Custom market research service ranging from quick surveys to comprehensive research projects, delivered with YouGov Sport experts to produce actionable intelligence for sports and gaming clients.
- Ad Testing Campaign testing solution that lets sports and gaming brands test advertisements, reach target audiences, and optimize campaign performance across sports and gaming media.
- Audience Intelligence Platform (Profiles API & MCP) Core data platform providing audience intelligence from 30 million registered panel members worldwide, accessible via dashboards, the Profiles API, and Model Context Protocol (MCP) integrations, with 2 million+ profiling data points on attitudes, opinions, media consumption, and behavior.
- YouGov Parallax AI-powered research product that combines AI-driven simulation (AI twins) with real-world validation from YouGov's 30 million registered panel members, enabling predictive modeling of consumer attitudes and behavior.
Quantifiable outcome
- Track and measure brand impact for FIFA World Cup advertising partners with objective data
- +2 more outcomes
Companies that use YouGov Sport
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles5 records
YouGov Sport technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature5 records
YouGov Sport partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
YouGov Sport competitors and assessment
Company assessmentDirect peers
- Two Circles: Two Circles is a sports data and marketing agency that helps rights holders grow commercial revenue through data-driven fan understanding and sponsorship strategy. Comparable to YouGov Sport's audience profiling and sponsorship solutions stack for sports properties.
- Hookit: Hookit provides sponsorship analytics focused on sports, measuring media value, social engagement, and ROI for sponsors and properties. Overlaps with YouGov Sport's sponsorship measurement and brand tracking offerings, especially on digital and social channels.
- Nielsen Sports: Nielsen Sports (formerly Repucom) is the most direct competitor to YouGov Sport, offering sponsorship evaluation, broadcast and media measurement, and fan profiling for sports rights holders and sponsors globally. Overlaps directly with SportsIndex, sponsorship ROI and fan audience intelligence offerings.
- SponsorPulse: SponsorPulse specializes in sponsorship effectiveness research and consumer affinity tracking, providing rights holders and brand sponsors with measurement of sponsorship ROI. Directly comparable to YouGov Sport's sponsorship solutions and ad testing capabilities.
- GWI (Global Web Index): GWI provides global audience research across consumer segments with detailed profiling of media consumption, attitudes and behaviors. Closely comparable to YouGov Profiles and Global Fan Profiles, serving brand-side and agency audiences with syndicated and custom audience intelligence.
- Brand Finance: Brand Finance is a brand valuation and strategy consultancy with a dedicated sports practice valuing leagues, teams and sponsorship assets. Comparable to YouGov Sport's brand health tracking and sponsorship valuation analytics from a financial/branding perspective.
Broad incumbents
- Ipsos: Ipsos is a global research firm operating in brand and communications tracking, public opinion and audience research with capabilities serving sports and sponsorship clients. Competes with YouGov Sport for brand health tracking and custom sponsorship research, especially among rights holders and brand sponsors.
- Kantar: Kantar is a global market research and analytics incumbent with a dedicated sports practice offering brand tracking, sponsorship effectiveness and audience profiling. While broader than YouGov Sport, it competes directly for sports sponsorship measurement and consumer intelligence mandates.
Others
- YouGov Profiles (Broader Parent Platform): YouGov Profiles is the broader parent platform that powers YouGov Sport's audience intelligence. While part of the same company, it is listed because it is the upstream data infrastructure from which YouGov Sport's sports-specific intelligence is derived.
Emerging players
- Sports Innovation Lab: Sports Innovation Lab is an emerging sports data and analytics firm providing fan intelligence and sponsorship insights to brands and properties. Overlaps with YouGov Sport's Global Fan Profiles and emerging esports coverage, though with narrower panel scale.
Market position
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
YouGov Sport social profiles
Digital presenceYouGov Sport financial estimates
Financial estimateRevenue estimate
Valuation estimate
YouGov Sport leadership team
Management profileNumber of profiles
Profiles7 records
YouGov Sport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YouGov Sport M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about YouGov Sport
What does YouGov Sport do?
YouGov Sport provides subscription-based sports and esports market research, daily brand tracking, and audience intelligence services. Its core products—SportsIndex, Global Fan Profiles, sports sponsorship solutions, custom research surveys, and ad testing—are built on a global online panel of more than 30 million registered members and are delivered to enterprise clients via dashboards, API, and MCP integrations.
Is YouGov Sport a public or private company?
YouGov Sport is a public company. It is classified as public and is currently operating.
When was YouGov Sport founded?
YouGov Sport was founded in 2000. It employs 101 to 250 people.
Where is YouGov Sport based?
YouGov Sport is headquartered in London, United Kingdom, in the Europe region.
How does YouGov Sport make money?
Three revenue lines are on record. Brand Tracking & Measurement is the primary driver. The others are custom Research & Surveys and audience Intelligence.
Who are YouGov Sport's main competitors?
Direct peers on record are Two Circles, Hookit, Nielsen Sports, SponsorPulse, GWI (Global Web Index) and Brand Finance. Broad incumbents are Ipsos and Kantar. YouGov Profiles (Broader Parent Platform) is listed as an others. Sports Innovation Lab is listed as an emerging player.
Does YouGov Sport have an API?
Yes. YouGov offers audience intelligence available via dashboards, API, and MCP (Model Context Protocol). Data integrations are available through the Profiles API, enabling programmatic access to audience data and insights. Developer documentation is at yougov.com/business/products/profiles/profiles-api.
What industry is YouGov Sport in?
YouGov Sport's product category is Sports & Esports Market Research Software. Its primary akta.pro industry code is MPAKALAK, Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting), with a secondary code of MPAKAKAL, Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence). Its NAICS code is 7112 and its SIC code is 7900.