In the newly created role, Hata will establish the commercial operations of YouGov’s sports division in Tokyo and build the company’s presence in the wider region, following its affiliate partnership with the Nippon Research Center.

The appointment is part of YouGov’s strategy to focus more on sports research. The company completed its acquisition of sports media measurement company SMG Insight in January 2020, rebranding the business as YouGov Sport.

Hata will work to secure sports rights holders, agencies, leagues, teams, and sponsorship clients, with an immediate focus on the Tokyo Olympics and Covid-19, reporting to YouGov Sport chief revenue officer Scott Horowitz.

Hata previously led Nielsen Sports in North Asia and is currently president of One Championship Japan and a special advisor to the J League.

Horowitz said: “There is no one better than Andy to lead our expansion in the region. Given all of his experience in sports marketing and research, his hiring is a natural fit for us. There has never been a greater need for sports brands, agencies and other stakeholders to have up-to-date information as opposed to data that is stale after a few weeks.”