Kantar and Hookit in Sports Data Partnership

Kantar Media has partnered with sports sponsorship intelligence provider Hookit, to provide social and digital media measurement capabilities for the sports industry.

Hookit actively tracks more than 500,000 athletes, teams, leagues, events, federations, venues, brands and media properties; aggregating content and social media engagement metrics from the largest social media platforms, as well as from a list of digital properties and platforms. Through this activity, the company quantifies the media value for sponsors by combining social media engagement with a content promotion quality score for brands, by analyzing hashtags, mentions and logos within photos and videos.

The firms will combine their efforts to offer clients a single source of data for both traditional media and social and digital media, while providing client analysis to help optimize sports brand placement and sponsorship. This deal will enable clients to access live dashboards and reporting, providing media valuation as well as social and digital media metrics.

Hookit CEO Scott Tilton says clients will get the 'most complete, comprehensive solution' to track sponsorship ROI from all forms of media. Andy Brown, CEO & Chairman of Kantar Media, adds: 'Brands which invest in sport need to be able to understand how their brand placement and sponsorship strategy can be optimized and we are delighted to partner on providing clients in the sport industry with real-time analytics, insights and valuations'.

Web sites: www.kantarmedia.com and www.hookit.com .