Relo Adds In-Venue Sponsorship Assessment Tools

Sponsorship analytics platform Relo Metrics has unveiled an in-venue analysis solution promising sports properties and their partners 'a robust and holistic measurement of in-stadium / arena assets'.

Headquartered in California and formerly known as GumGum Sports, Relo helps brands track sponsor exposure across live broadcasts, posts on social media, and streaming platforms, delivering insights through a single interface. Its AI computer vision models detect and track every logo visible to audiences during game play, to determine return on investment for each sponsor. In November, the firm expanded its broadcast viewing and valuation data into EMEA and Asia Pacific.

The firm says the new solution analyses the value of assets visible to the more than 103.6 million people attending live games in the US each year, addressing a critical need for more comprehensive and integrated sponsorship analytics. Tracking includes all field-level signage, rotational LEDs and scoreboards in each venue that are visible to fans while they are in their ticketed seat, but often missed by camera coverage in broadcast and streaming video. The solution calculates the number of exposures and impressions for each placement-sponsor combination, assigns a value and displays the information in Relo's Media Value Center, alongside all the other Relo data.

CEO Jay Prasad says the launch is 'a game-changer for the sports sponsorship industry', adding: 'Providing this level of insight addresses the need for a data driven vs. assumption based methodology that is ready for global customers'.

Web site: www.relometrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.