GumGum Launches Sports Media, Turning Verified Sponsorship Exposure Into Addressable Audiences

Powered by Relo Metrics, a leading sports sponsorship measurement and marketing platform, and VideoAmp, a media performance platform

GumGum, the Mindset Company™ transforming advertising, today announced the launch of GumGum Sports Media, a new suite of advertising products that transforms live sports viewership and sponsorship exposure into addressable audiences brands can activate across digital media. Powered by Relo Metrics, a division of GumGum, and supported by VideoAmp viewership audiences, the suite bridges a gap that has long frustrated sports marketers: determining whether fans actually saw the brand placement or logo that appeared on screen. 

Relo Metrics identifies exactly when sponsorship exposures occur during a live broadcast, while VideoAmp, a media performance platform, creates audiences of viewers exposed to the sponsor's brand at a household level, and GumGum Sports Media turns that match into an addressable, targetable audience. That is the difference between knowing someone tuned into the game and knowing they saw the brand. GumGum Sports Media is the first offering to turn that verified exposure into an audience brands can activate across digital media.

The suite does this through three targeting products:

• Replay: Amplifies sponsorship ROI by targeting the exact fans verified to have seen a brand's placement during a live broadcast, re-engaging them with digital ads when they are most primed to act. 
• Counterplay: Turns a competitor's sponsorship into an opportunity, letting brands reach fans verified to have seen a competitor's logo during a live event. 
• Sports Audiences: Taps into VideoAmp viewership audiences via their VXA™ solution to reach verified fans of the sports and leagues that matter most to a brand, building scalable audiences from what fans actually watch rather than modeled interests or inferred fandom. 

"Most brands pay to be present during the game. Very few have the ability to capitalize on that investment by re-engaging the audience after the game," said Hailey Denenberg, SVP, Head of Strategy and Business Operations at GumGum. "This new suite lets them do something with that investment once the broadcast ends. We connect what appeared on screen to the households that were actually watching, and turn that into an audience they can reach." 

“Relo Metrics has been measuring the value of sports marketing and sponsorships for nearly a decade using the same computer vision technology GumGum was built on. With GumGum Sports Media, we’re able to use our sponsorship measurement data to help leagues, teams, sports sponsors, and beyond reach verified fans as they continue their digital journeys beyond the sporting event itself,” stated Dylan Cox, Vice President, Data Strategy and Operations at Relo Metrics.  

“We’re happy to be turning sponsorship value from an assumption into something measurable alongside GumGum and Relo with the launch of their Sports Media Solution. Brands spend billions on sports sponsorships and have largely had to defend that spend with proxies instead of proof. By uniting Relo’s exposure data with our household insights, we bridge linear visibility and digital execution, transforming passive broadcast logo views into actionable audiences,” said Danielle Zazula, SVP of Revenue at VideoAmp.

GumGum Sports Media is now available in the United States across web, CTV, and online video, covering the NFL, NBA, WNBA, MLB, NHL, MLS, NWSL, F1, and NCAA Football. League, team, and athlete sponsors looking to amplify their investments, as well as non-sponsor brands looking to tap into sports fandom, can now activate through the suite. 

For more information, please visit: gumgum.com/sports-advertising.

À propos de GumGum

GumGum, The Mindset Company™ la publicité. Nous obtenons des résultats en mettant en relation les marques avec des personnes dont l’état d’esprit est adapté, aux moments clés. Grâce au Mindset Graph™, notre moteur de données basé sur l’IA traite des milliards de signaux contextuels, créatifs, environnementaux et historiques en temps réel afin d’associer chaque publicité au public le plus réceptif. Il en résulte une publicité qui génère des résultats significatifs pour les annonceurs et les éditeurs, tout en étant plus pertinente pour les consommateurs. Fondée en 2008 et basée à Santa Monica, GumGum est présente sur plus de 19 marchés en Amérique du Nord, en Europe, au Japon et en Australie. Pour en savoir plus, rendez-vous sur gumgum.com. 

About Relo

Relo Metrics, a division of GumGum, is an AI-powered sponsorship analytics company transforming how brands, teams, and agencies measure sponsorship effectiveness across live sports and entertainment. By combining computer vision, machine learning, and real-time analytics, Relo Metrics delivers precise, automated insights that drive higher ROI and better decision-making in sports sponsorships.

For more information, visit www.relometrics.com. 

About VideoAmp
VideoAmp is a media performance platform that provides the infrastructure for media buyers and sellers to find their most valuable audiences, optimize to what’s working, and measure the real-world impact of advertising. By leveraging big data, privacy-forward technology, and AI, VideoAmp delivers a comprehensive view of media performance across streaming, digital, and linear TV, so every campaign decision is made with clarity and every result is measurable. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com.