Hookit and Kantar Media Strengthen Partnership

Sports sponsorship analytics and valuation platform Hookit has expanded its partnership with Kantar Media, to provide insights and measurement, and help clients optimize sponsorship spend through a single dashboard.

Hookit's platform actively tracks more than 500,000 sportspeople, teams and leagues, events and venues, organisations and brands, pulling in a mass of data from social media and digital platforms to which it applies machine learning and predictive analytics. This will now be combined with Kantar Media's measurement of TV, print, and other traditional media sources.

Hookit says sports viewing has been radically changed by the digital revolution, 'particularly among younger audiences', including widespread use of a social network on a second screen while watching sports on television, and the use of social media by brands as a key platform to connect directly with their fans and audience.

CEO Scott Tilton comments: 'By combining our social and digital media expertise with the powerful data and services that Kantar Media provides, brands can truly get a full picture of the value of their global sponsorship investments. One of the biggest challenges we can solve for the brands and properties we work with is having a complete understanding of how their sponsorships are performing'. Says Andy Brown, CEO & Chairman of Kantar Media, 'Social and digital media are disrupting the way sponsorships are valued now. The value that social & digital media brings for brands can no longer be disputed'.

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