Cronin spent over five years as general manager at research industry rival S-Comm, where he developed an impressive client list incorporating brand and property heavyweights within UK and international athletics, football, motor sports and horseracing.
Cronin said: "The sponsorship industry is continuing to mature at an increasing pace and it has long been my aim that quality research should be at the foundation of the decision-making that is fuelling this development. From what I have seen, the people and tools on offer from TNS Sport are truly 'best in class' and I'm genuinely excited about bringing those qualities to greater numbers across the sector."
Richard Ames, managing director at TNS Sport, said: "We have a commitment to provide our clients with the best knowledge available and bringing Ben to our team will only enhance this position. I am delighted that Ben has joined us, adding his specialist knowledge and expertise will further strengthen our team and enable us to remain at the leading edge of sports and sponsorship research".
TNS Sport provides information to over 300 sponsors, rights holders and federations worldwide. It also provides sports media analysis and market research, to enable a complete understanding of the value and impact of sport.