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).
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...
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...
12/06/2026
Back to All News
Netflix Unveils First-Look Images from Villaflor, Santiago Mitre's New Film
Entertainment
12 June 2026
GlobalArgentina
Link copied to ...
12/06/2026
Back to All News
Cross the Boundaries of the Real World into the Spirit Realm i...
12/06/2026
With John Daro, DI Colourist at Warner Bros. Water Tower Color Tuesday 23 June, 10am-1pm or 3-6pm
Restar Corporation
Tokyo
Register here
John Daro is the ...
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. 
