GumGum, the contextual-first technology leader transforming digital advertising, announced a new sports marketing solution to help brands and agencies capitalize on sports moments like never before. This new solution combines The GumGum Platform (advertising) and GumGum's wholly-owned subsidiary, Relo Metrics (sports sponsorship measurement) to provide a holistic approach to sports marketing.
GumGum Platform + Relo Metrics: A Comprehensive Solution
This joint solution allows brands to deliver relevant ads to extend the value of their sponsorship via surrounding media opportunities, increasing reach, share of voice, and overall effectiveness. Brands can accurately track the impact of their sponsorships before, during, and after live events. It enables advertisers to not only reach audiences at key moments during a sporting event, but extend their engagement beyond the game, offering consumers relevant, engaging content across pre-game analysis, live coverage, and post-game highlights for a more memorable and measurable brand experience.
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," said Phil Schraeder, CEO of GumGum. "For brands engaging in sports sponsorships, there's nothing else on the market that delivers this kind of comprehensive solution to engage with consumers and measure impact like never before."
GumGum Platform: A Game Changer for Sports Marketing
The GumGum Platform combines context, attention, and creative data solutions to provide deep insights that help consumers connect with brands in this case, outside of the sports stadium. Whether fans are browsing sports news, streaming pre-game shows, or catching up on post-game commentary, the GumGum Platform is able to identify the best contexts, topics, and keywords for ads in real time and optimizes ad placements toward attention, ensuring more relevant and meaningful connections between brands and consumers across all digital platforms.
"There s a growing demand to be involved in the sports world especially with the rise of women s sports as evident by the projected $67.56 billion spent by brands this year," added Schraeder. "As sports continue to foster deep human connections and reach new audiences, GumGum and Relo Metrics can help brands optimize their sponsorships across digital platforms and create more meaningful engagements with passionate fan bases during all stages of the sports cycle. Our initiative marks a new era in sports marketing, where advanced contextual intelligence meets real-time sponsorship data.
Relo Metrics: Measuring Sponsorship Impact in Real-Time
While GumGum ensures brands meet consumers at various touch points around a sporting event, Relo Metrics, an offshoot of GumGum, measures the impact of sports sponsorships in near real-time. Whether it's in-venue sponsorships, social media mentions, or broadcast placements, Relo Metrics provides near real-time insights into how sports sponsorships are driving value for brands. With Relo Metrics' AI-powered data platform, advertisers can optimize their sponsorship investments and fine-tune their strategy for maximum impact.
"Our goal at Relo Metrics has always been to provide brands with the tools they need to measure and maximize their sponsorship investments," said Jay Prasad, CEO of Relo Metrics. "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.
New Sports Data Insights for Advertisers
Let's take women's sports, for example, a very prevalent topic in today's sports landscape. For brands looking to connect with audiences engaged with women's sporting events, the GumGum Platform can identify digital environments where "women s sports" are being discussed, pulling contextual insights including:
Women s sports was overwhelmingly brand-safe content with 80% of pages being considered safe, and had 59% of its daily mentions in the Sports IAB Category over a recent 7-day period.
Women s sports was overall associated with positive sentiment 50% positive versus 5.39% negative, and more than half of the pages associated with women s content had no threats.
Women s sports over a recent 7-day period was mentioned over 16,000 times.
Relo Metrics can then help brands understand how successful their sponsorships were in these sporting events, with insights such as:
Broadcast during the 2023 FIFA Women s World Cup generated $329M in media value for sponsoring brands.
For the first time, there were 4.9M more viewers of the NCAA Women's Basketball Championship game over the Men's Tournament.
Going into 2024, women s professional sports leagues are averaging 91.5% YoY growth across social (TikTok, Instagram, Facebook, X).
North America Stories
16/07/2026
June brought stabilization to the television market. Poles spent an average of 3 hours and 36 minutes a day in front of their TV screens exactly the same as i...
16/07/2026
Glensound returns to IBC with a major new addition to its intelligent loudspeaker range, the Greater Divine Supernal studio monitor, alongside recent developmen...
16/07/2026
33 leading exhibitors are taking part in the GREAT Britain and Northern Ireland Pavilions and linked locations across IBC2026 (Amsterdam RAI, 11 14 September)...
16/07/2026
Hitomi Broadcast will introduce Spectra, a new HDR colour verification solution measured in picture, not using VPID, at IBC2026 (Hall 10, Stand A40). Expanding ...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Zixi, a leader in live video delivery and workflow orchestration, and Comcast Technology Solutions (CTS) today announced a strategic new integration to deliver ...
16/07/2026
Blackmagic Design Cameras Capture Immersive Flight for New Cirrus App
Brie Clayton July 15, 2026
0 Comments
Leader in Personal Aviation taps URSA Cin...
16/07/2026
XenData Announces LTO Archive Appliances with both File and S3 Object Storage In...
16/07/2026
Onimusha: Way of the Sword is coming to GeForce NOW at launch, with the playable...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
General-purpose robots and autonomous machines are moving from research labs to ...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and iconic gaming companies, of course, Japan is one of the world's centers of AI ...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
14/07/2026
Agreement spans sponsorship sales, digital monetization, radio production, and new practice facility naming rights...
14/07/2026
Independent league adds 14 regional sports network affiliates, growing distribut...
14/07/2026
New strategy aims to unify competitions, content, fan engagement, and commercial...
14/07/2026
ESPN and Disney+ become exclusive home of PFL events in key international MMA market...
14/07/2026
Gill will oversee engineering, technology, and sports operations across the company's 64 local television stations...
14/07/2026
Submitted by North American Broadcasters Association (NABA)
As broadcasters con...
14/07/2026
Modernized mobile unit combines HOME Apps, mc 56 console, and IP infrastructure ...
GumGum, the contextual-first technology leader transforming digital advertising, announced a new sports marketing solution to help brands and agencies capitalize on sports moments like never before. This new solution combines The GumGum Platform (advertising) and GumGum's wholly-owned subsidiary, Relo Metrics (sports sponsorship measurement) to provide a holistic approach to sports marketing. 
