The partnership with GumGum Sports – an artificial intelligence company with particular expertise in computer vision – will allow Glasgow Warriors to accurately track the value of the sponsorships they offer brand partners, and will help them understand the wider digital impact of their assets across a 12 month period – during which will involve both the Guinness PRO14 and Heineken Champions Cup.
GumGum Sports will track all impressions across broadcasted games and social media platforms over the next 12 months and will determine a media value based on equivalent costs for advertising.
The valuation will account for exposure generated by all content creators – not just those owned by Glasgow Warriors – to uncover the value of every single post uploaded related to the club and their brand partners.
The technology will search both traditional broadcast and social platforms such as Facebook, Instagram, Twitter and YouTube to identify traditional on-screen sponsorship assets, to qualify those impressions against a proprietary Media Value Percentage (MVP) methodology; accounting for clarity, prominence and share of voice.
That percentage will then be compared to what it would have cost to buy an equivalent amount of reach and / or engagement per the media type.
Glasgow Warriors represent GumGum Sports’ first full-time Rugby Union client.
“The last few seasons have seen significant growth for Glasgow Warriors in terms of supporters, partners and followers. The biggest shift has been the massive growth of our club-owned channels, particularly social media, where our own club channels have become excellent platforms to reach our supporters with the latest club news, information and entertainment,” said Nathan Bombrys, Managing Director of Glasgow Warriors.
“We are always looking to innovate and we believe this exciting partnership with GumGum Sports will help us to better understand how to deliver even more value to our commercial partners through their association with Glasgow Warriors. We believe the insights provided by GumGum Sports will put us in an even better position to meet the business objectives of our sponsors and partners, and therefore help us to continue to grow our club.”
Sam Grimley, Commercial Director, GumGum Sports, added: “It’s more important than ever for rights holders to take into account the value of their sponsorships beyond just traditional broadcast. The way in which fans consume Rugby is rapidly changing, meaning the way in which clubs measure and monetize their sponsorship offering requires a new approach. It’s an exciting time for the sport and we’re looking forward to helping Glasgow Warriors better understand the full value and digital impact of their content.”
Source: GumGum Sports