Sporting Insights Limited

What Sporting Insights Limited does

Sporting Insights Limited is a UK-based sports market research and data analytics firm, founded in 1995 as Sports Marketing Surveys Inc. and rebranded to its current name around 2023. The company is headquartered in Guildford, Surrey, with a regional office in Singapore covering the Asia-Pacific market. It serves sports brands, retailers, governing bodies, event organizers, and national federations across golf, cycling, outdoor, tennis, running, and swimming — converting consumer and retail data into strategic insights for product design, sales strategy, inventory planning, pricing, and industry advocacy.

The company's offering spans three core service lines — Research & Insights (bespoke, human-written reports), Market Intelligence Services (monthly tracking of over one million products), and Data Visualisation (interactive dashboards built in-house using Amazon QuickSight). Its flagship product, OMIS (Outdoor Market Intelligence Service), is a near-real-time sell-out panel for the European outdoor industry covering the UK, France, and DACH, co-developed with the European Outdoor Group and endorsed by five major industry associations. The firm also operates the DP World Tour Equipment Census under the Inside Tour Golf brand, the Cycling Market Data Service tracking 2,000+ retail outlets, and a Research Store selling downloadable reports at £1,700–£4,000. Data processing infrastructure runs on Amazon S3 with server-side encryption and Snowflake, certified to ISO 27001 and HITRUST CSF standards.

Sporting Insights generates revenue through three streams: enterprise subscriptions (OMIS at €1,000–3,500/month on 3-month rolling contracts), one-time report sales via a WooCommerce research store, and bespoke professional services engagements with major sports organizations. The go-to-market is relationship-based enterprise sales supplemented by direct e-commerce and a Singapore-led Asia channel. The team of approximately 25+ people carries nearly 250 years of combined sports industry experience. The company is privately held with no disclosed external funding or parent entity.

Name

Sporting Insights Limited

Legal name

Sporting Insights Limited

Website

https://www.sportinginsights.com

Company type

Private

Operating status

Operating

Short description

Sporting Insights Limited is a UK-based sports market research and analytics firm serving brands, retailers, federations, and event organizers across golf, cycling, outdoor, tennis, and running through bespoke research, monthly market intelligence, and the OMIS European outdoor sell-out panel.

Ownership category

akta.pro rank

Product category

Sports Market Intelligence and Research

NAICS

Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

akta.pro secondary industries

Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH), Sports Data Feeds & Integrity Monitoring (MPAEACAE), Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

Keywords

• Sports market research
• Market intelligence services
• Sports analytics dashboards
• Consumer insights research
• Data visualization services

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Market Intelligence Subscriptions: Monthly subscription services for market intelligence data. OMIS subscribers pay €1,000-3,500 per month depending on depth and breadth of data accessed (Department, Category, or Sub-Category level access). Data contributors receive free access in exchange for contributing sales data.
2. Downloadable Research Reports: Pre-designed research reports sold for one-time download. Reports cover golf, tennis, running, and multi-sport sectors. Pricing ranges from £1,700 to £4,000 per report.
3. Bespoke Research & Insights: Custom research programmes built for individual client needs. Human-written reports by sector experts. Clients include major sports organizations and brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sporting Insights provides sports market research, market intelligence, and data visualization services for sports and leisure organizations. Its flagship offering is the OMIS (Outdoor Market Intelligence Service), a near real-time sell-out data analytics panel covering the European outdoor industry (UK, France, and DACH). The firm combines bespoke research programmes, monthly market intelligence subscriptions monitoring over 1 million products per month, and in-house interactive data dashboards built using Amazon QuickSight.

Product overview

Sporting Insights Limited offers a unified sports market research and analytics platform combining bespoke consulting services with scalable data products. The core offering comprises three integrated service lines: Research & Insights (customized research programs), Market Intelligence Services (monthly tracking of >1 million products), and Data Visualisation (interactive dashboards). Key products include OMIS (Outdoor Market Intelligence Service) — a real-time European sell-out panel covering UK, France, and DACH — and a Research Store offering downloadable reports on golf, tennis, running, and cycling. The company also operates specialized services including the DP World Tour Equipment Census (since 1995), What's in the Bag equipment database, and Cycling Market Data Service (tracking 2,000+ retail outlets). OMIS Dashboard serves as the primary analytics interface for subscribers, while Tour Operations (Inside Tour Golf) supports professional golf events.

Differentiator

Problem solved

Functional benefit

Brands

• OMIS: Outdoor Market Intelligence Service - provides near real-time sell-out data analytics for the European outdoor industry, operating in UK, France, and DACH.
• SMS on Tour
• Inside Tour Golf
• Sporting Insights Asia

Products and services

• Research & Insights Customized research programmes built for sports and leisure organizations, delivered as human-written expert reports addressing specific client vision and needs. Trusted by major names in sport for product design, sales strategy, and routes-to-market decisions.
• Market Intelligence Services Monthly market intelligence programmes monitoring sales data across channels, pricing, and consumer buying trends. Tracks over 1 million products per month to deliver competitive advantage for brands and support industry advocacy.
• Data Visualisation Interactive in-house built dashboards that combine datasets to interrogate trends and display recommendations in accessible formats. Built using Amazon QuickSight for presentations and reports.
• OMIS (Outdoor Market Intelligence Service) Near real-time sell-out data analytics panel for the European outdoor industry, covering UK, France, and DACH. Delivers drill-down insights across Apparel, Footwear, and Equipment categories down to Brand and SKU level via the OMIS dashboard.
• Cycling Market Data Service Market intelligence service monitoring over 2,000 retail outlets selling cycling equipment, tracking over 1 million products. Powers the Bicycle Association Market Data Service (MDS).
• DP World Tour Equipment Census Official Equipment Census monitoring the equipment used by every player at every DP World Tour event across minimum 42 tournaments in 25 countries annually. Contract extended to 2030.
• What's in the Bag Data Database and dedicated website showcasing current and historic equipment data of professional golfers, including drivers, fairway woods, hybrids, irons, wedges, putters, and rangefinders.
• Sports Radar Social listening tool monitoring sentiment around sporting events and industry debates.
• Research Store (Downloadable Reports) E-commerce storefront offering pre-designed downloadable research reports for immediate purchase, covering golf rounds played, golf media landscape, golf shoes and gloves, golf tourism trends, tennis, and running. Reports priced £1,700-£4,000.
• Wimbledon Equipment Census Equipment census conducted at the Wimbledon tennis tournament tracking equipment used by players, delivered as a long-running annual data product.
• OMIS Dashboard Password-protected interactive dashboard delivering market intelligence across Apparel, Footwear, and Equipment departments, with drill-down to Brand and SKU level. Includes Market and Retail analytics on Volume, Value and ASP by period and channel.

Quantifiable outcome

• Golf tourism economic impact to Northern Ireland reached $86m in 2024, up 66% since 2019
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• European Outdoor Group (EOG)coreStrategic or Co-development Partner · 1 January 2024Co-created OMIS (Outdoor Market Intelligence Service) with EOG. EOG acts as neutral body collecting, aggregating, and anonymizing data. EOG uses data to promote and defend the outdoor industry at EU level, supporting funding applications and advocacy.
• Outdoor Industry Association (OIA)supportingStrategic or Co-development PartnerIndustry association partner endorsing OMIS as the first European sell-out panel with data supplied directly from the market.
• Outdoor Sports Valley (OSV)supportingStrategic or Co-development PartnerIndustry association partner supporting OMIS outdoor market intelligence initiative.
• OUTTRAsupportingStrategic or Co-development PartnerIndustry partner endorsing OMIS outdoor market intelligence service.
• Snowsports Industries America (SIA)supportingStrategic or Co-development PartnerIndustry association partner supporting OMIS initiative.
• Cycling Industries EuropecoreStrategic or Co-development PartnerSporting Insights has conducted annual CIE Business Impact Survey since 2020. Provides holistic look at European cycling industry state. CIE members receive exclusive access to reports and data as membership benefit.
• The R&AcoreStrategic or Co-development PartnerProduced Global Golf Participation Report 2023 for The R&A, covering affiliated markets worldwide. Ongoing partnership for golf participation research and data analysis.
• DP World TourcoreStrategic or Co-development PartnerSporting Insights has been Official Equipment Census Supplier since 1995. Contract extended to 2030. Monitors equipment used by every player at every DP World Tour event across minimum 42 tournaments in 25 countries annually.
• Bicycle AssociationcoreStrategic or Co-development PartnerPartnership for cycling market data services. Sporting Insights powers the Bicycle Association Market Data Service (MDS) providing industry intelligence to cycling sector.
• England GolfsupportingStrategic or Co-development PartnerSupports iGolf subscription service enabling golfers who are not club members to obtain handicaps.
• Tourism Northern IrelandsupportingStrategic or Co-development PartnerSince 2013, Sporting Insights has operated golf tourism monitoring programme to track visitors and their spending habits, helping build the case for investment in professional and amateur golf.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Circana (formerly IRI and NPD Group): Circana is a global consumer and retail market research firm combining legacy IRI and NPD Group capabilities, with sell-out panels and market intelligence across multiple product categories including sports and outdoor. It is directly comparable to Sporting Insights' OMIS and Cycling Market Data Service offerings, but at much greater scale and geographic breadth.
• GfK (NIM):
• Stats Perform: Stats Perform combines Opta's sports data and AI-powered sports technology for leagues, broadcasters, and betting operators. It is comparable as a sports data and analytics provider, though more focused on performance/betting data than Sporting Insights' consumer market research.
• Kantar: Kantar is a global market research, data, and insights firm with sports sponsorship and consumer research practices. It is comparable as a broader market research incumbent that could compete with Sporting Insights' bespoke sports research and consumer insights work.

Direct peers

• Hookit: Hookit provides sports marketing analytics, sponsorship measurement, and athlete/brand value tracking for sports partnerships. It is comparable to Sporting Insights' market intelligence offerings for brands evaluating sponsorships and marketing ROI in sport.
• Two Circles: Two Circles is a sports data analytics agency serving rights-holders, brands, and broadcasters with fan data, marketing analytics, and CRM. It is comparable to Sporting Insights' bespoke sports analytics and consumer insight work for governing bodies and brands.
• Nielsen Sports (Nielsen): Nielsen Sports (which absorbed Repucom and SPORT+MARKT) provides global sports market research, sponsorship evaluation, and media intelligence. It is the closest large-scale direct peer to Sporting Insights' bespoke sports research and market intelligence services for brands and federations.
• Sportcal (GlobalData Sport): Sportcal provides sports market intelligence, including broadcast rights, sponsorship, and event data, and now operates within GlobalData. It is comparable to Sporting Insights' market intelligence and data subscription services targeted at sports organisations and brands.

Emerging players

• Zoomph: Zoomph provides social media analytics and sponsorship measurement for sports properties and brands. It overlaps with Sporting Insights' Sports Radar social listening tool and broader sports marketing analytics capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Sporting_ins
• LinkedInlinkedin.com/company/sportinginsights
• Instagraminstagram.com/sms_on_tour

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Sporting Insights Limited