Our software helps brands, properties, and agencies accurately quantify the value of partnerships, sponsorships, and activations with an integrated and cohesive omnichannel view that includes broadcast, streaming, social, digital, audio, in-venue, and on location. We are a unique software platform designed to integrate with existing people processes or systems to help automate a service-heavy industry and start driving more efficient and impactful solutions. We’re fortunate to have a roster full of trusted partners from all areas of business that rely on our platform to provide accurate, unbiased data to help them evaluate strategic marketing initiatives. Raise your hand if you’re tired of hearing about or defending “proprietary metrics”. We are too. So we’re ditching ours and shifting to a transparent methodology that shows each input used to formulate value. Our solution provides comprehensive performance analysis and valuation at both the individual partner or portfolio level, including assessing branded and unbranded content, attributable audiences, broadcast presence, and activations (digital and experiential). Like many who are looking to answer the ROI question, we're fatigued by the lack of evolution in the measurement space. In response to that call for improvement, we're stepping in as the solution that isn't afraid to dive deep into the details to ensure we're delivering the most efficient omnichannel approach.
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MVP reposted this
Heading out to LA next week for meetings and Sports Business Journal World Congress of Sports. Excited for a packed few days with clients and industry friends. If you will be in town and/or attending the event, feel free to reach out. Looking forward to reconnecting with many familiar faces.
MVP reposted this
It will be great to be back attending Sloan Sports Analytics Conference later this week. It's always energizing to have so many industry friends and colleagues come into town. Let me know if you will be around and we'll try to connect over the days! #ssac26 #ssac
MVP reposted this
Heading to Vegas for #ces2026 after the new year. Looking forward to a great few days seeing clients and talking all things advertising, sports marketing, technology, and innovation. If you're around, reach out to Brandon Nutting and me!
MVP reposted this
There's plenty of industry documentation and opinions about 2026 sports marketing trends that another post with "top 5 things to watch for" would be redundant and unoriginal. One overarching theme I am focused on though is the notion of "sponsorship inflation" and the paradox of a strong, growing ecosystem despite its ongoing challenges. What do I mean? Consider that: • Team and league valuations keep increasing • Global sponsorship revenue is forecasted to continue to break records over the next 3-5 years • There's more supply of sponsorship inventory than ever before with the creation of new leagues and events • Nielsen's new audience measurement means, in general, event viewership numbers keep going up, despite apple to orange comparisons being made Balance that against: • Sponsorship continually being absent from brands' media mix modeling • Brands struggling with, or completely omitting, quality sponsorship measurement • Too many legacy and non-integrated deal structures where dollars are not being spent to adequately activate or promote sponsorship rights brands have purchased • A fragmented media marketplace with discoverability and content stickiness challenges • Shifting agency dynamics and consolidation, creating complexities and less urgency to overdeliver for clients Much of the sponsorship world is growing (revenue, inventory, deal sizes) yet critical industry fundamentals continue to lag behind, limiting value creation and deal optimization. Will 2026 be the year where brands start taking more strategic approaches to their commercial investments and holding their rightsholder partners to greater account? Or does the emotional response and awareness scalability that sports and entertainment provide continue to render core sponsorship principles less important compared to other brand marketing investments?
Do you want to work at the intersection of sports, analytics, and innovation? We are hiring for a Data Scientist to support our client portfolio of sports leagues, teams, brands, and media properties. Apply here! https://lnkd.in/ecHH8mbj
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The NCAA is reportedly proposing to allow for jersey patches across Division I starting next year. As someone who's spent a long time around the sponsorship space (and a big college sports fan), a few thoughts come to mind: I can't help but think back at my time in the NBA and with the Boston Celtics when we sold our first jersey patch to GE (s/o to the SBJ Issue I still have). The NBA was the first Big 4 league to allow for on-jersey branding. It was novel and powerful, since it was a new asset that could anchor a marquee partnership deal and serve as a brand-building platform. Fast forward, and with MLB, NHL, MLS, WNBA, NWSL, and soon-to-be NCAA all allowing for some sort of jersey and/or helmet advertising placement plus many nascent leagues allowing for the same, supply has exploded and many properties have already swapped out brands two or three times. In order for demand to keep up, a recalibration of investment or creative, smarter sponsorship packaging will need to take place (or both). Another reality- the majority of jersey patch media exposure value does not come from the traditional broadcast view. This is (or should be) common knowledge by now. But is that knowledge translating to execution? Are social and digital teams prioritizing (and incentivized to capture) high-quality content that showcase patches? Are broadcast partners being instructed to frame closer, more intentional shots? Depending on the sport, 60-80% of a game is shot from the main TV view where jersey patches realistically get no visibility. If rights holders and athletic departments don’t think holistically across broadcast, digital, and owned channels, they’re leaving impact and value on the table. Similarly, brands who invest in these assets should be asking for that level of integration. Lastly, how will NCAA jersey patches play nicely with NIL? Professional leagues rely on collective bargaining to align league, team, and player partnerships. College sports don’t have that structure, at least broadly. NIL remains a free-for-all, and we’ve already seen issues between programs and athletes over related conflicts. How will schools reconcile a patch deal with a marquee athlete who has a conflicting sponsor? That’s not a small wrinkle and it’s a major unknown that will shape the success of the initiative at the college level.
MVP reposted this
This article caught my attention. It's easy to think about measurement in a broad sense to determine if a partnership is "working" or not. Most agree at least some form of measurement in sponsorship is a good thing. What is much harder is aligning inventory purchased/sold with the right measurement from deal discovery through deal commencement - as well as simply finding the right property who can offer and execute against the desired inventory in the first place. I speak with a lot of sponsorship and commercial leaders on both the buy and sell side. I am continually surprised how often there is a disconnect between assets bought/sold, activation, and measurement strategies. If you are a brand or property and are retroactively trying to make square pegs fit into round holes to justify partnership investments, you probably skipped important steps in the process. It's like buying a sports car for family transportation and then wondering why you can't fit all the kids in for school. The intent was good, but you bought the wrong thing. Brands and properties should start being more honest with themselves and not ignore basic sponsorship principles at the expense of a short term splash, executive mandates, or "good vibes." But if it does, everyone should understand and agree that measurement on the backend will be a more difficult endeavor. #sponsorship #sportsmarketing #measurement https://lnkd.in/e3-MhaGF
An industry game-changing announcement for our friends at Athletes Unlimited. We are thrilled for what the future of this partnership holds and what it can bring to the growth of softball!
BREAKING NEWS: Major League Baseball (MLB) announces a strategic investment in the AUSL! 🥎 As a part of MLB’s ongoing commitment to supporting the growth of softball at all levels, MLB will work collaboratively to help raise the visibility of the AUSL and its athletes in a variety of manners across MLB’s marketing, events, distribution, editorial, digital and social platforms, content and more! 📺 Select AUSL games will air on MLB Network and MLB.TV. 📈 In addition, MLB’s financial investment will assist with league operational costs and key growth initiatives. Making history together 🤝Read more: https://lnkd.in/eRKr3b2Q
As the National Hockey League (NHL) Conference Finals shift venues for Game 3, so will the home ice advantage for the teams and the value received by their respective venue naming rights partners. Throughout the regular season, the four remaining naming rights partners have maximized their brand presence and partnership messaging through DED activations. Notably, Lenovo leads the computer hardware category across the NHL following its first season as the Hurricanes' naming rights partner. Rogers Communications (Edmonton), Amerant Bank (Florida), and American Airlines (Dallas) have also demonstrated strong performance, ranking 5th, 15th, and 16th in their respective brand categories league-wide. Amerant Bank stands out as the only remaining naming rights partner to activate the slot virtual position throughout the regular season, capturing 8th place among all banking partners in this category for the 2024-2025 season. What interesting ways have you seen naming rights partners activate their NHL partnerships this season? #ConferenceFinals #Sponsorship #NamingRights #Measurement #Valuation #MVP
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