San Diego, CA – Hookit, the market leading sponsorship analytics and valuation platform for sports, and Kantar Media, a global leader in media intelligence, have expanded their partnership to provide clients with insights and valuations to maximize their entire sponsorship spend. Under one dashboard, brands will be able to evaluate the performance of their sports sponsorship investments across television, digital, and social media. This allows clients to optimize sponsorship performance with actionable insights and analytics.
“By combining our social and digital media expertise with the powerful data and services that Kantar Media provides, brands can truly get a full picture of the value of their global sponsorship investments”, said Scott Tilton, CEO of Hookit. “One of the biggest challenges we can solve for the brands and properties we work with is having a complete understanding of how their sponsorships are performing. Through our partnership, clients can track their sponsorship ROI through social, digital, and traditional media with real intelligence to influence their objectives.”
Sports viewership behaviour has rapidly changed in today’s digital climate, particularly among younger audiences. The proliferation of social & digital platforms and second screens has changed the way sports is being consumed, with U.S. sports fans who are 28% more likely than average to use a social network on a second screen while watching sports on television. 1 Brands are also using social media as a key platform to connect directly with their fans and audience. All this points to a necessity to measure sponsorship ROI across both traditional and digital media channels to get the full picture of how sports investments are performing.
“Social and digital media are disrupting the way sponsorships are valued now. The value that social & digital media brings for brands can no longer be disputed. Kantar Media’s ongoing partnership with Hookit will continue to provide the sports industry and brands invested in sports with comprehensive insights and valuations necessary to build and optimize their sponsorships and marketing campaigns across all media channels”, said Andy Brown, CEO & Chairman of Kantar Media.
Hookit pioneered the sponsorship technology and analytics space now known as spontech. They actively track over 500,000 athletes, teams, leagues, events, federations, venues, brands and media properties. HookIt aggregates billions of data points from social and digital platforms and uses machine learning and predictive analytics to provide real-time insights and valuations.
Combined with Kantar Media’s measurement of TV, print, and other traditional media sources, brands and properties are able to quantify and maximize their sports sponsorships like never before.