Sports sponsorship intelligence platform Relo Metrics has named Jay Prasad as its new CEO.
Prasad was most recently the chief strategy officer at LiveRamp TV, where he led the company’s broadcast activations and Data Plus Math measurement products, as well as spearheading partnerships with brands, agencies, media conglomerates, OTT/CTV platforms and cable and satellite providers.
At Relo Metrics, which specializes in AI-infused sponsorship analytics, Prasad will be asked to grow the company’s burgeoning data insights that are deployed by teams in the NBA, MLB, NHL, NFL, CFL, Major League Rugby, the English Premier League and cycling entities. Relo Metrics’ platform allows those teams and leagues — as well as leading brands — to swiftly track a sponsor’s exposure throughout live broadcasts, social media and streams.
Prasad replaces former CEO Brian Kim, who oversaw the company’s initial foray into the sports sponsorship space. Under Kim, Relo Metrics began partnering with Meshh, a firm that uses a proprietary sensor to track behavioral analytics of consumers at in-venue brand activations. Meshh’s devices, once placed inside a venue, could read WiFi signals from consumers’ smart phones to calculate data such as unique reach, linger time and repeat visits from fans at a given activation.
