Official Launch for Sponsorship Data Firm FanAI

In the US, Johannes Waldstein and Dieter Neujahr have officially launched a platform called FanAI, which helps marketers measure, optimize and monetize sports sponsorships.

Waldstein previously co-founded the esports audience monetization platform FanPlay, before which he was a product manager for Tesco data science company dunnhumby; while Neujahr has held leadership roles including Head of Sales and Business Development at Google. Their new business connects audience data - such as ticket sales, social media, and television and streaming views - with customer purchase data. The platform also provides media channel segmentation for a view into where fans are watching sports events and which fans are spending.

Marketers can compare sponsorships by team to estimate the potential effectiveness of their buys, and brands can also integrate their own first party sales data into the platform. Prior to launch, the firm raised $8m in its Series A funding round, and a further $4.5m in other rounds.

Waldstein comments: 'Our technology analyses millions of data points to enable brands to report on their customers' actual purchase behavior. This produces meaningful insights which brands can act upon to optimize their investments in sponsorships and advertising and gives them a view into whether their investment in a sponsorship has truly delivered an uplift on sales'.

Web site: www.fan.ai .