Nielsen Sports, the sports intelligence arm of consumer research firm Nielsen, has signed a major deal with the Australian Grand Prix Corporation (AGPC) ahead of a busy year of events for the company.
The deal will see Nielsen Sports provide research solutions to both the Australian MotoGP and the Formula One Australian Grand Prix.
Nielsen will look at the consumption habits of those who attend both events, internationally and domestically, and will form actionable insights for the AGPC to work with for future events.
“For a long time now, the Australian Motorcycle Grand Prix and Formula One Grand Prix have been two of the premier events on the Victorian and Australian sporting calendar,” said Ned Morris, director of business solutions for Nielsen Sports.
“We’ll be looking at what attracts visitors to attend the two events and, perhaps more importantly, how to continually broaden the appeal of these events to a wider audience.”
Andrew Westacott, the AGPC chief executive, added: “In order to deliver two world class international motorsports, we have used research for more than 21 years for strategic decisions.
“This ongoing pursuit of excellence is aided by regular analysis to identify overall fan enjoyment and areas for continuous improvement and in turn provides exciting reasons for fans to travel to and attend the event.”