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Marketing and Sponsorship

Computer Vision Platform GumGum To Evaluate Sports Sponsorships In Australia

Brands that sponsor sports teams and competitions "will be able to accurately measure the value of their investment across broadcast and digital channels for the first time," according to Arvind Hickman of AD NEWS. New technology, which could provide a "new currency for how sports sponsorship packages are valued," is being rolled out in Australia by computer vision platform GumGum in partnership with Catalyst Sports & Media. GumGum was released in the U.S. in December. The tool applies computer vision technology to aggregate and analyze "every brand impression during a sports match" across live TV, social media, streaming and in replays. It recognizes branding "across every frame of footage in video and mentions across the social media ecosystem," such as shared content and likes. GumGum President & COO Phil Schraeder said, "Our goal is really to be the currency." The "value of sponsorship packages are usually based on traditional metrics" such as reach -- attendance and TV ratings -- market forces and perceptions about "how successful a team is or the prestige of being attached to an event." GumGum Sports technology will be able to provide "much more granular real-time data," such as how often a logo is able to be viewed on a playing uniform or "in-stadium advertising board during a match," as well as the exposure and engagement on social media. GumGum Sports has trialed the technology with U.S. sports teams and rights holders, including the NBA Brooklyn Nets (AD NEWS, 3/27). 

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