Background
GSIQ is a global research and insights agency specializing in intelligence analysis for the international sports, sponsorship, and tourism industries. Founded in May 2024 by industry veterans Charlie Dundas and Josh Marcus, GSIQ aims to revolutionize client experiences through tailored, insightful solutions. The company's mission is to empower clients with actionable insights that enhance decision-making and drive sustainable growth. GSIQ operates through two complementary divisions:
- GSIQ Sports & Sponsorship: This division delivers bespoke research and consultancy services to help sports organizations, brands, and rights-holders achieve strategic growth, maximize sponsorship value, and enhance fan engagement.
- GSIQ Tourism Insights: Dedicated to the tourism, travel, and leisure sectors, this division provides specialized intelligence to support sustainable growth, improve visitor experiences, and guide impactful communication strategies.
Key Strategic Focus
GSIQ's strategic focus centers on delivering customized, data-driven insights that empower clients to make informed decisions. The company specializes in media research, sponsorship valuation, consumer insights, and consultancy services. By integrating advanced analytics and AI-powered tools, GSIQ offers solutions tailored to the unique needs of clients in the sports, sponsorship, and tourism industries. The primary markets targeted include the UK & Europe, MENA, India & Pakistan, Australia & New Zealand, and the United States.
Financials and Funding
As a privately held company, specific financial details and funding history for GSIQ are not publicly disclosed. The company has demonstrated significant growth since its inception, partnering with over 100 clients and employing 50 people worldwide within its first year. This rapid expansion indicates a strong financial foundation and effective utilization of resources to drive growth and innovation.
Pipeline Development
GSIQ's development pipeline includes the continuous enhancement of its proprietary technologies and research methodologies. The company is committed to expanding its service offerings and geographic reach, with recent developments such as the launch of the U.S. division and the appointment of regional managing partners to strengthen its global presence. These initiatives are aimed at providing clients with cutting-edge insights and maintaining a competitive edge in the industry.
Technological Platform and Innovation
GSIQ distinguishes itself through the integration of advanced technologies and innovative methodologies:
- SIQ+: A proprietary sponsorship image recognition technology that enables real-time exposure tracking with data refreshed every three seconds, delivering actionable sponsor insights.
- AI-Powered Qualitative Research: Utilizing a GenAI-integrated qualitative platform, GSIQ offers automated transcripts, tagging, and analysis, allowing clients to explore qualitative information efficiently.
- Advanced Analytics: Employing cutting-edge analytical techniques, including marketing mix modeling, econometrics, and multivariate analysis, to uncover hidden patterns and provide actionable intelligence.
Leadership Team
GSIQ's leadership team comprises seasoned professionals with extensive experience in the sports, sponsorship, and tourism industries:
- Charlie Dundas: Co-Founder with over 25 years in sponsorship marketing, specializing in strategy, sales, activation, research, and insights.
- Josh Marcus: Co-Founder with over seven years of experience in the sports and sponsorship industry, focusing on data and insight-led strategies.
- Nicole Hollomon: Managing Partner, United States, bringing over 17 years of experience in sports business strategy, including roles at YouGov Sport, USA Football, and the NCAA.
- Joseph Eapen: Managing Partner, India & Pakistan, with over 25 years of expertise in marketing research and media measurement.
- Sam Dawson: Managing Partner, MENA, with a background in PwC, Nielsen Sports, and YouGov, supporting major rightsholders, brands, and agencies throughout Europe, MENA, and Asia.
- Ted Harwood: Managing Partner, Australia & New Zealand, leading expansion into these markets with a focus on tailored data-gathering and analytics.
- Campbell Jamieson: Director, Australia & New Zealand, with over 30 years of experience, including as General Manager of Commercial at the International Cricket Council (ICC).
- Eva Stewart: Co-Founder & Global Managing Partner, GSIQ Tourism Insights, with a track record in developing successful research products and global programs in the travel and tourism industry.
- Oliver Rowe: Co-Founder & Global Managing Partner, GSIQ Tourism Insights, an award-winning market researcher with over 30 years of experience.
- Frank Saez: Chairman, recognized as a leading authority in global sports business analysis with over 25 years of experience.
- Sharon Havenhand: Global Head of Brand & Marketing, overseeing brand strategy and marketing initiatives.
Leadership Changes
GSIQ has recently expanded its leadership team to support its global growth:
- November 2024: Appointed Nicole Hollomon as Managing Partner, United States, to lead operations in the U.S. market.
- January 2025: Appointed Campbell Jamieson as Director, Australia & New Zealand, to drive growth in these regions.
Competitor Profile
Market Insights and Dynamics
The global sports, sponsorship, and tourism industries are experiencing rapid growth, driven by increasing consumer engagement and technological advancements. Organizations are increasingly relying on tailored insights to maximize ROI, engage audiences, and navigate new challenges.
Competitor Analysis
Key competitors in the market include established research and insights agencies specializing in sports and tourism. These competitors offer a range of services, including media research, sponsorship valuation, consumer insights, and consultancy. GSIQ differentiates itself through its boutique approach, personalized client relationships, and integration of advanced technologies such as AI-powered tools and proprietary platforms like SIQ+.
Strategic Collaborations and Partnerships
GSIQ has established significant partnerships to enhance its service offerings:
- Milieu Insight: Partnered to deliver targeted consumer insights for the sports and tourism sectors, combining advanced analytics and sector expertise.
- Event Host Evaluation: Collaborated to offer comprehensive event impact solutions, providing advanced planning, measurement, and reporting capabilities for rights holders and host venues.
Operational Insights
GSIQ's strategic considerations include:
- Client-Centric Approach: Emphasizing personalized service and authentic relationships to meet unique client needs.
- Global Reach: Establishing a presence in key markets, including the UK & Europe, MENA, India & Pakistan, Australia & New Zealand, and the United States.
- Technological Integration: Leveraging advanced analytics and AI-powered tools to provide cutting-edge insights.
Strategic Opportunities and Future Directions
GSIQ's strategic roadmap includes:
- Expansion into New Markets: Continuing to establish a presence in emerging markets to capitalize on growth opportunities.
- Enhancement of Technological Capabilities: Investing in the development of proprietary technologies and integration of AI to maintain a competitive edge.
- Strengthening Partnerships: Building strategic collaborations to enhance service offerings and provide comprehensive solutions to clients.
Contact Information
- Website
