SponsorHub Launching Platform Designed To Link Athletes, Brands

N.Y.-based SponsorHub is forming an online platform designed to link athlete and celebrity endorsers with brands as part of its new Athletes & Personalities division. SponsorHub.com will launch with 49ers QB Colin Kaepernick, Knicks F Carmelo Anthony and former F1 driver Michael Schumacher, among others. The effort is an outgrowth of the company's existing quantitative analytical work measuring sponsorship impact and ROI. "We're looking to go well beyond pure data find and really use our algorithms to match athletes and brands," said SponsorHub Chief Technology Officer Andrew Reid, who will head the new Athletes & Personalities division. The effort bears some similarity to other competing digital sponsorship platforms, such as what Brand Affinity Technology offers. But Reid says the SponsorHub effort will be backed by the company's proprietary technologies and research.