)
YouGov Sport modernises sponsorship analytics on AWS
Data Reply helped YouGov Sport migrate its legacy .NET sponsorship intelligence platform to a governed data foundation on AWS, reducing client processing time by more than 60% and creating an AI-ready analytics platform.
The CHALLENGE
Modernise a legacy analytics platform while creating the foundation for AI-enabled analytics.
THE SCENARIO
Moving from fragmented legacy reporting to a governed intelligence
YouGov Sport is the sports research and media-measurement division of YouGov, providing sponsorship valuation, brand-exposure measurement and sports-property analytics for rights-holders, brands, agencies and federations.
Its sponsorship intelligence platform had grown around a legacy .NET and SQL estate. As client expectations evolved, the platform needed to support faster reporting, more reliable processing and AI-powered audience estimation while preserving the historical depth that made the service valuable.
The existing environment created several constraints. Fragmented .NET pipelines slowed reporting and affected reliability. Operational overhead limited the ability to scale dashboards across 1,400 client reports and 17 source systems. Enterprise clients increasingly demanded stronger data security, based on data isolation in a multi-tenant environment, and clearer evidence of trust through data lineage and auditability.
YouGov Sport needed a modern data foundation that could improve performance, strengthen governance and prepare the platform for future AI-enabled analytics.
The Solution
A governed, AI-ready data platform
on AWS built with agents
Data Reply worked with YouGov Sport to migrate the legacy analytics estate to a governed AWS data platform based on Amazon Redshift, Amazon Quick and a Medallion architecture. The new platform was designed to consolidate reporting, improve processing reliability and create a trusted data layer for AI-ready analytics.
The project used an agentic deployment framework to accelerate the migration from legacy .NET and SQL live-query outputs into a more structured, cloud-based architecture. The approach combined AWS data-engineering expertise with data governance controls, row-level security, lineage and quality patterns.
The resulting platform surfaced analytics through Amazon Quick, enabling self-service and natural-language analytics on top of a governed data foundation.
How we did it
Using agentic accelerators to decode and rebuild the platform
)
11-week delivery
The platform migration was delivered in 11 weeks, giving YouGov Sport a faster route from legacy constraints to a production-grade AWS data foundation.
60% processing-time reduction
Client processing time was reduced by more than 60%, helping improve reporting performance and responsiveness.
3.2 billion records processed
The new platform processed 3.2 billion records, supporting large-scale sports analytics workloads on a more reliable foundation.
100,000+ lines of .NET decoded
Data Reply's agentic migration approach helped decode more than 100,000 lines of legacy .NET code and transform critical business logic into a modern data-platform architecture.
Nine-year historical baseline unlocked
The programme preserved and unlocked a nine-year historical baseline, turning historical depth into a stronger analytical asset.
Trusted data for AI-ready analytics
By investing in lineage, data quality, row-level security and governed architecture, YouGov Sport created the trusted data foundation needed to scale AI-ready analytics safely.
)
YouGov Sport is the sports research and media-measurement division of YouGov, a global UK-headquartered market research company. Globally, it provides sponsorship valuation, brand-exposure measurement, and sports-property analytics across global sports properties and markets, serving rights-holders, brands, agencies, and federations with industry-standard sponsorship intelligence.
Data Reply is the Reply Group company specialising in modern data platforms, advanced analytics and production-ready AI on Amazon Web Services (AWS). As an AWS Premier Consulting Partner since 2014, it designs, builds and operates data architectures and products spanning big-data engineering, streaming, migration, governance, business intelligence and self-service analytics. Its teams combine data science with machine learning, generative AI and agentic workflows, supported by DataOps and MLOps practices that automate deployment, monitoring and continuous improvement in production. This combination helps organisations target customers and grow revenue, optimise operations and supply chains, and strengthen security, risk management and compliance.