GumGum unveils integrated sports marketing solution

GumGum Inc. has unveiled a new comprehensive sports marketing solution that combines digital advertising and sponsorship measurement capabilities. The integrated offering aims to help brands maximize their engagement with sports audiences across the entire event lifecycle.

On October 9, 2024, GumGum announced the launch of a first-of-its-kind sports marketing platform that merges two of its core technologies:

1. The GumGum Platform - The company's contextual advertising solution that analyzes digital content in real-time to deliver relevant ads.
2. Relo Metrics - GumGum's sports sponsorship measurement and analytics subsidiary.

By combining these technologies, GumGum aims to provide brands with a holistic approach to sports marketing that spans pre-event, live coverage, and post-event periods.

The integrated solution enables advertisers to:

• Deliver contextually relevant ads that align with and extend the value of their sports sponsorships
• Track and measure the impact of sponsorships in near real-time across venues, broadcasts, and social media
• Optimize ad placements and sponsorship investments based on attention metrics and performance data
• Engage sports audiences more effectively across digital platforms before, during and after live events

According to Phil Schraeder, CEO of GumGum, "We've built two incredible businesses, one leading the charge in digital advertising and the other in sports sponsorship measurement, so it's an absolute no-brainer to combine our expertise and offer brands something truly unparalleled."

How The GumGum Platform Enhances Sports Marketing

The GumGum Platform leverages contextual intelligence, attention data, and creative insights to help brands connect with sports fans across digital environments. Key capabilities include:

• Real-time analysis of sports content to identify optimal ad placement opportunities
• Contextual targeting based on relevant sports topics, keywords and sentiment
• Optimization of ad placements for maximum consumer attention
• Delivery of engaging ad creative aligned with sports content

This allows advertisers to reach passionate fans as they consume sports news, stream pre-game shows, read post-game analysis, and engage with other sports-related digital content.

Relo Metrics: Measuring Sponsorship ROI

While the GumGum Platform focuses on digital advertising, Relo Metrics provides near real-time measurement of sports sponsorship performance. The AI-powered analytics platform tracks sponsorship value across:

• In-venue signage and activations
• Broadcast exposure
• Social media mentions

This enables brands to assess sponsorship ROI and optimize their investments based on data-driven insights.

Jay Prasad, CEO of Relo Metrics, explained: "Combining Relo's sports marketing data with deep contextual, attention, and creative insights allows us to amplify our data's reach, helping brands to not only understand their sponsorship effectiveness but also enhance their advertising efforts all around."

Growing Demand for Sports Marketing Solutions

GumGum cites the projected $67.56 billion in brand spending on sports sponsorships in 2024 as evidence of growing demand for comprehensive sports marketing solutions. The company sees particular opportunity in women's sports, which have seen substantial viewership and engagement growth.

Some key data points shared by GumGum on women's sports:

• The 2023 FIFA Women's World Cup generated $329 million in media value for sponsors
• The 2023 NCAA Women's Basketball Championship game had 4.9 million more viewers than the men's tournament final
• Women's professional sports leagues are averaging 91.5% year-over-year growth across major social media platforms

Leveraging its contextual intelligence capabilities, GumGum also provided insights on digital content related to women's sports:

• 80% of web pages mentioning "women's sports" were deemed brand-safe
• 59% of daily mentions occurred in the Sports IAB content category
• Sentiment was largely positive (50% positive vs 5.39% negative)
• "Women's sports" was mentioned over 16,000 times in a recent 7-day period

The Future of Sports Marketing

GumGum positions its new integrated solution as ushering in "a new era in sports marketing, where advanced contextual intelligence meets real-time sponsorship data." The company aims to help brands optimize their sponsorships across digital platforms and create more meaningful engagements with sports fans throughout the entire event lifecycle.

Key Facts

• Announcement Date: October 9, 2024
• Solution Components: GumGum Platform (advertising) + Relo Metrics (sponsorship measurement)
• Key Executives: Phil Schraeder (GumGum CEO), Jay Prasad (Relo Metrics CEO)
• Projected 2024 Sports Sponsorship Spend: $67.56 billion
• Women's Sports Growth: 91.5% YoY increase in social media engagement