Relo Metrics (formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, is announcing Relo Census, the first sports sponsorship valuation data set and methodology offering broadcast and social media sponsor valuation for all assets and brands of all games in the NFL, MLB, NBA, NHL, and MLS to start. Relo Census removes traditional barriers that have impacted sports sponsorship decision-making, allowing agencies, brand rights holders (teams and leagues), and media companies to benchmark performance, identify trends in the market, and gather real-time competitive intelligence about their sports sponsorship portfolios.
Relo Census allows users to drill down and compare specific team-to-team or placement-to-placement performance between different sports and between all the brands present in sports to make smarter sponsorship deals and execution. Offering the most comprehensive set of sponsorship data about every team, brand, and asset across all major U.S. sports leagues, Relo Census removes data from their silos to deliver overarching visibility to all stakeholders in the sports ecosystem. Relo Census is now available via a new software interface, an API, and in the Snowflake data marketplace.
These are key steps in the path for creating a transactional currency in sports marketing and sponsorship that are based on brand integration vs. advertising.
The sports marketing market is ready for a currency-grade data set that unlocks value at a granular level for all parts of the ecosystem; this means valuing everything that is on camera during a broadcast and in social media, said Jay Prasad, CEO of Relo Metrics. The current data available to date doesn't provide the granularity required to make accurate decisions about placements, nor the ability to surface and report on macro-level trends such as share of voice between brands, value provided by sports teams, down to actual placements in a timely manner, or allow you to see what returns could be achieved with other teams in other leagues. Relo Metrics has made significant investments in our data capture and computer vision AI technologies to address these marketplace gaps and launch something with scale, and the result is Relo Census.
Using Relo Census, agencies and brands can more easily maximize their return on sponsorship investments, comparing placements within or between leagues to make more informed partnership decisions based on competitive intelligence.
Measurement needs to keep pace with the growing sophistication in sports marketing. Relo Metrics innovative technology and significant scale have allowed Optimum Sports to dig into sponsorship measurement beyond traditional restraints, Tom McGovern, President, Optimum Sports, said. The Relo Census product offers a look into categories and competitive brand activity that supplements our research and analytics capabilities. In a space that traditionally lacks data transparency, Relo Census is a great data source to help inform us of trends and support our decision-making.
Rights holders and leagues will also see tremendous benefit from Relo Census. Teams can filter and benchmark by region or their league to understand where they excel and their opportunities at both of those levels. They can also look at the entire nation to understand trends and see which brands across all sports within a category, like automotive or travel, have actual valuation data for each placement that is driving the overall numbers.
Media companies that hold media rights to sports and are also brands themselves with sponsorships for streaming services have use cases to leverage this data as buyers and sellers of sponsorships, including complex virtual executions and content integrations into programming.
Organizations can access the census data through Relo's intuitive, easy-to-use AI-driven platform. Users can leverage the platform's open API architecture to combine Relo Census with their own in-house data to create highly targeted and customized datasets for tracking sponsorship investments and connecting this data to ad performance, ticketing sales, product sales lift, and improving deal flow in different markets.
Relo Census uses a straightforward UI design to guide users to meaningful insights and relevant case studies to demonstrate the data's potential. The interface will be continually updated to add new functionality and maintain a dynamic and intuitive user experience, including interactive visualization, inline filtering for more granular data analysis, and automated insights using layered-on generative AI.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
15/06/2026
Detach from Direct-Attached: How Remote Editing with EVO Keeps Creative Teams Mo...
14/06/2026
Library captures 1960s R&B/pop drum sound
Following on from their recent wave of plug-in effects, Iconic Instruments have just launched an all-new virtual d...
14/06/2026
HBO Comedy Rooster Shot with URSA Cine 17K 65
Brie Clayton June 14, 2026
0 Comments
Large format brings viewers intimately close to characters.
Black...
13/06/2026
Latest expansion pack includes 252 presets
Devious Machines have recently introduced another expansion for their powerful multi-effects plug-in, Infiltrator...
13/06/2026
Create custom DAW/plug-in controllers using prompts
MetaGrid have recently introduced an all-new AI Builder function to their touchscreen-based control surf...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
YES Network and The Gotham Sports App will air seven Athletes Unlimited Softball...
12/06/2026
The United Football League will host its FAST Innovation Suite at the 2026 United Bowl presented by Credit One Bank on Saturday, June 13 at 3:00 p.m. ET at Audi...
12/06/2026
PTZOptics and LayerJot will present live demonstrations at InfoComm 2026 showing how natural-language AI prompting, robotic camera control, and on-device comput...
12/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026, featuring...
12/06/2026
Ateme has announced that Eurovision Services is using Ateme's software-based frame-rate conversion technology for international live event workflows. The de...
12/06/2026
Bitmovin and Simplestream have announced a partnership with Xperi to simplify the launch of OTT streaming services on TiVo OS smart TVs and devices. The collabo...
12/06/2026
Net Insight has announced that a multinational technology company is deploying a...
12/06/2026
MLB Players Inc., the business arm of the MLB Players Association, has announced a partnership with Athletes First to develop and sell brand partnerships across...
12/06/2026
Guntermann and Drunck (G&D) and VuWall have announced the CommandKeyboard-Advanc...
12/06/2026
Comcast Smart Solutions announces a new smart technology deployment with Major L...
12/06/2026
Elevation Worship completed the initial leg of its Elevation Nights 2026 tour ...
12/06/2026
AJA Video Systems has announced KONA IP25 support for Colorfront Transkoder and ...
12/06/2026
Audinate Group Limited (ASX: AD8) will exhibit at InfoComm 2026 (Booth C7321, Ce...
12/06/2026
Pac-12 Commissioner Teresa Gould has announced the appointment of Scott Adametz as Chief Technology Officer. The Pac-12 describes the hire as the first CTO appo...
12/06/2026
Grass Valley has announced AMPP Edge Live, a production system combining Grass Valley hardware, NVIDIA Blackwell GPU acceleration, and AMPP OS in a single platf...
12/06/2026
At one time a trailblazer with the launch of the Longhorn Network, the Universit...
12/06/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
12/06/2026
Chyron has announced PAINT 10.4, an update to its illustrated replay and sports ...
12/06/2026
SVP, Production, Mark Gross: With the new schedule, with not having every Sunday night, it has given us an opportunity to take a step back and reimagine what o...
12/06/2026
For Televisa Technical Engineering Manager Roberto N nez Ibarra and the small team of 12 technicians and two production personnel at the IBC things are already ...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
AJA Announces KONA IP25 Integration with Colorfront Software
Brie Clayton June 12, 2026
0 Comments
Collaboration enables uncompressed SMPTE ST 2110 I/O ...
12/06/2026
URSA Cine 12K LF Used to Create Visuals for STUTS' K-Arena Concert
Brie Clayton June 12, 2026
0 Comments
Organic visuals projected on a giant scre...
12/06/2026
MTI FILM Acquires Mango New Edit, Expanding its Global Post-Production Services ...
12/06/2026
AI Point Tracking Speeds Up Complex VFX Tracks in Mocha Pro
Jessie Electa Petrov June 12, 2026
0 Comments
The 2026.5 release adds automatic point trac...
12/06/2026
Bitmovin, a provider of video streaming solutions, has partnered with Simplestream, a provider of OTT and broadcast solutions, and technology provider Xperi, to...
12/06/2026
Leostream Corporation, creator of the world-leading Leostream Remote Desktop Access Platform, today announced Jigsaw24, a leading B2B IT solutions provider wit...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
12/06/2026
AgentPerf from Artificial Analysis, the industry's first agentic AI benchmark, gives developers, enterprises and infrastructure providers a clear way to com...
Relo Metrics (formerly GumGum Sports), the leading AI-powered sponsorship analytics platform for real-time data decisions, is announcing Relo Census, the first sports sponsorship valuation data set and methodology offering broadcast and social media sponsor valuation for all assets and brands of all games in the NFL, MLB, NBA, NHL, and MLS to start. Relo Census removes traditional barriers that have impacted sports sponsorship decision-making, allowing agencies, brand rights holders (teams and leagues), and media companies to benchmark performance, identify trends in the market, and gather real-time competitive intelligence about their sports sponsorship portfolios. 
