A New Challenge
Understanding and connecting with sports fans used to be simple. But as the role of athletics evolves in the culture, brands that invest in sports are challenged like never before to keep pace with modern fans’ increasingly complex identities, expectations, motivations, and engagement habits.
Go Beyond the Gut
Seizing opportunities in the future sports marketplace will require new ideas that engage, inspire, and motivate modern sports fans. But with limited strategic insights or reliable data about how sports fans think and feel about the factors shaping sports, critical business decisions are too often left to chance and gut-feel.
Who We Are
Sports MONITOR is a new syndicated insights service for brands seeking a deeper, more human connection with the modern sports fan. Featuring ongoing, data-backed business intelligence and insights about the factors shaping the future sports marketplace, it is a vital resource for winning with the next generation of fans.
With Sports MONITOR insights, data, and team of analysts, you can...
Get Inspired
Take an “outside in” approach to spur new ideas tailored for your industry.
Move Faster
Make decisions that keep up with the pace of the rapidly changing marketplace with our on-demand insights, data, and team of analysts.
Go Deeper
Move beyond surface-level behavioral data and develop a holistic understanding of the modern sports fan and participant’s lifestyles.
Be Bolder
Act with Confidence that Kantar’s data is the gold-standard in the marketing research industry and can be relied upon for the big decisions.
The Future of Sports: A 360 degree view pf Sports MONITOR's Editorial Coverage
Content Highlights
The Future of Sports: Winning with the Modern Fan

Webinar: An Introduction to Sports MONITOR
The Road Ahead for Sports

Infographic: 3 key insights about the return of sports
"Shut up and dribble?" Not any more.

Gen Z and Millennial sports fans & social justice
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