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Richmond Football Club has become the first sporting team to sign with Nielsen, in a partnership that will see it use the Nielsen Consumer and Media View (CMV) to track fans’ attitudes and behaviours towards specific brands and product categories.

After the AFL began using Nielsen’s CMV two years ago, which uses surveys from 22,000 Australian consumers aged 14 years and over annually weighted to the total population using estimates from the Australia Bureau of Statistics, Richmond’s decision shows their eagerness to understand the consumer base on a deeper level.

Richmond Football Club Head of Business Intelligence, Richard Fox, said the Nielsen CMV will help the club understand the impact they can deliver to their partners.

Fox advised "our game is now consumed through a large range of channels and touchpoints, whilst understanding each is important, it only paints part of the picture.

“Nielsen CMV is an important component in how we understand our entire audience and the impact we can deliver for our partners.”

AFL General Manager of Commercial, Kylie Rogers, said the insights are being used more to drive commercial growth across the sport.

She stated “the AFL strives to consistently provide value for our corporate partners, and through Nielsen CMV, we are able to deliver deeper fan and category insights to create more effective solutions.

“We have also successfully used Nielsen CMV to identify and target new categories that offer untapped partnership opportunities."

Nielsen has also announced they will be launching a new solution for the sport business industry, FANLINKS, to fuse together both SportsLink and CMV to deliver a leading-edge sports consumer data tool.

Nielsen Managing Director of Media and Sports, Monique Perry, said Nielsen CMV has surveyed consumers across Australia for more than 20 years to develop the data included in the programs.

Perry added "it’s fantastic to support leading sports organisations to unlock, prove and grow their businesses through Nielsen’s core sponsorship exposure information coupled with currency media and consumer data, via Nielsen CMV.

“Nielsen CMV is used by Australia’s major publishers, agencies and brands as a key data source for deciding who to sponsor, so it makes sense for sporting clubs themselves to use this same data."

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