Through the partnership, Nielsen Sports will provide the GEF with market research analysis, insights and data, with the aim of promoting the recently-established governing body. 

It will help the GEF optimise its commercial and stakeholder engagement strategy and develop the connection between sport, esports and virtual sport, it is claimed.

"The collaboration with Nielsen offers the Global Esports Federation access to best practice measurement methodologies and extensive global research experience in meeting the needs of the GEF and the community we serve," said GEF chief operating officer Paul J. Foster.

"The world is experiencing a tremendous acceleration in the development of esports to connect, entertain and excite the world at an ever-increasing pace. 

"We are able to leverage on Nielsen Sports’ expertise in providing relevant insights and data that will help focus the GEF, our members and partners to guide our work as we look to the future for esports."

Nielsen Sports is a global provider of analytics and insights within the sports industry, with the company’s esports practice providing sponsorship valuation, fan insights, custom industry research and consulting services to rights holders, media platforms and brands around the world.

"With longstanding expertise in media consumption measurement and valuation, combined with an unparalleled view of the esports ecosystem, Nielsen Sports is uniquely positioned to help the GEF succeed in its mission to further elevate competitive gaming," said Nielsen Sports international marketing director Marco Nazzari. 

"This new collaboration, leveraging our best in class data and insights will ensure the brightest possible vision of esports."

The GEF, which lists technology conglomerate Tencent as its founding partner, launched last December in Singapore.

It has also recently announced a number of partnerships with International Federations, including the World Karate Federation, International Modern Pentathlon Union and International Canoe Federation.