Dentsu announces dentsu Sports Analytics


Dentsu Sports International today announced the launch of dentsu Sports Analytics, a new global offering bringing together the best research, data, and analytics capabilities of MKTG Sports + Entertainment (MKTG), Sponsorship Research International (SRi) and dentsu’s Merkle, to help drive better outcomes across the sports and entertainment measurement industry. Based in New York, experienced global leader Glenn Lovett has been appointed Global Managing Director.

MKTG Global CEO and DSI President, Matt Manning, said of the appointment, “The launch of dentsu Sports Analytics highlights the importance and demand for data to enhance our ability to accurately measure and analyse the true commercial benefits of a partnership. Given his extensive experience at  Repucom/Nielsen and working in North America, EMEA and APAC, Glenn is the ideal candidate and a natural fit to accelerate our global analytics business in these regions. Furthermore, this opportunity becomes a reality by bringing together Merkle’s best-in-class performance data and SRi’s and MKTG Insight’s sponsorship analytics. This unique combination will change how partnerships can be analysed and measured domestically and across borders.” 

“An industry moving at the speed of fans needs data, analytics and insights that can keep up,” Lovett said. “By bringing the best data resources from across the dentsu group to the sports and entertainment industry, dentsu Sports Analytics will help brands and properties to better understand fans and audiences, and to maximize the value and measure the impact of sponsorship and media investments.”

Whilst this offering was born out of MKTG and SRi, the addition of the resources of Merkle, one of the world’s largest and most advanced data analytics and customer experience businesses, and dentsu’s broader data and media analytics capabilities, dentsu Sports Analytics has access to unrivalled data, data science, and targeted audience and digital marketing capabilities.

“Through this combination of entities, dentsu Sports Analytics can provide sports and entertainment sponsors with an unrivalled data set across more than 11,000 attributes for 268 million people in the US alone, and also connecting into dentsu’s global consumer and media data sets across 70 countries,” Lovett said. “In a nutshell, we are super-sizing our offering and, in turn, our clients’ ability to maximize their reach and achieve their goals through sports and entertainment investments.”

With offices in North America, EMEA, and APAC, dentsu Sports Analytics will deliver a truly global and local market offer across high-end custom consumer research, syndicated fan and audience data, rights valuation, and measurement services to leading clients worldwide.

About Glenn Lovett

A highly successful global sports industry leader based in New York, Glenn Lovett has previously held roles as Global CEO of Nielsen Sports and Regional MD, Europe for Octagon. Before joining Nielsen, Glenn was a key player in the transformation of private-equity-backed Repucom, the world’s leading supplier of sports media and commercial data, ultimately leading to its sale to The Nielsen Company. He has also held key strategy roles at Booz Allen Hamilton and Nike Australia, and was a former professional Australian Rules Footballer (AFL) and club leader for the Melbourne Demons.

About dentsu

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.

About dentsu Sports International

Dentsu Sports International (DSI) is a global agency that harnesses the power of sports to impact human behavior through meaningful marketing solutions and experiences. The agency is born out of Dentsu Group, one of the world's largest and most highly regarded media and digital marketing communications companies. DSI leverages deep insights and its network of seasoned, highly experienced team members to establish powerful connections between sports properties and brands. DSI’s mission is “To be the most innovative and collaborative sport business network in the world by leveraging the global expertise and capabilities of Dentsu Group”.

About Merkle

Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. Merkle has more than 16,000 employees in 30+ countries throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit

dentsu Sports Analytics Contact:

North America and APAC:
Stephanie Rudnick
Juliana Hollway

Joseph Hills –