Where the data doesn’t exist, we build it. Then we make it mean something. Audience size, sponsorship value, what an event is worth to a city.
In emerging sports markets, sponsorship is priced without an audience number behind it. The economic impact of an event is estimated after it has happened, if it is estimated at all. In both cases the number that matters is the baseline, and the baseline has to be set up front. We establish it before the deal is signed and before the event is run. Where the instrument to collect it does not exist, we build one. The method is built in Ethiopia to travel beyond it.
When the number gets set decides whether anyone can use it.
Ethiopia is the case in point. If you sell sponsorship there, buy it, or plan an event around it, the number you are missing can be collected. Most of the audience already carries the device to collect it with.
The figure most analyses use says 21% of the country is online. The phone network counts far more.
Millions. Bar length is share of a 135.5M population. Counts are not directly comparable. One person can hold several SIMs, and accounts include dormant ones. Internet users derived from DataReportal’s 21.3%; population from UNFPA 2025.
Read the analysis →Clubs and events carry audiences that have never been counted in a form anyone can price or plan around. We build the attendance and audience baseline first. What it is worth to a sponsor follows from the count, not the other way round.
Sport moves people, and moving people is an economy. We decide what to measure before the event, count it during, and report it after. That is the baseline most cities and federations have never had.
If you sell sponsorship, buy it, or run an event or a city that should know what its sport is worth, start with a conversation.
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