Relo Metrics, the sponsorship analytics platform formerly known as GumGum Sports, has announced that experienced US sports executive Marc Reeves has joined its board.

Reeves has previously held roles at sportswear giant NIKE, American football’s NFL and IMG, the international sports marketing agency.

He worked at Nike for over six years, starting as general manager for Nike+, where he was responsible for the company's connected membership ecosystem.

Reeves then served as head of brand for American football and was the consumer and marketplace lead for the company's business across NFL, NCAA, high school, grassroots and performance.

Prior to joining Nike, Reeves was the NFL's first-ever international commercial director, where he led partnerships and marketing for the league outside of the US, and managing director for NFL Canada.

At IMG, he was vice-president of consulting, leading the agency's global relationships with brands such as Visa, Electronic Arts and Wells Fargo.

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Brian Kim, Relo Metrics’ chief executive, said: “Marc joins Relo Metrics’ board at an exciting time for our business. We have built the industry’s most advanced sponsorship analytics platform, providing rights holders and brands with near real-time data and insights that allow them to proactively measure, benchmark and optimise their sponsorship assets in a faster and less fragmented process across broadcast, streaming, social media and in-venue.

“Marc’s experience working at some of the world’s most successful brands and leagues will be hugely valuable as we continue to grow our platform and bolster our reputation as the gold standard in sponsorship measurement.”

Alongside his role on Relo Metrics’ board, Reeves is also an investor and advisor across various sports properties including English soccer club Leeds United, Mexico’s Cancun FC, Blue Crow Analytics, Warwick Investment Group and Cloud9 esports.

Commenting on his appointment, Reeves said: “As sports and entertainment consumption has evolved and converged across media channels, many stakeholders continue to rely on legacy measurement processes that are slow and fragmented.

“Relo Metrics' solution allows brands and rights holders to seamlessly analyse and optimise their sponsorship assets across broadcast, streaming, social and in-venue from one platform, giving them more control and agility in driving better outcomes for their sponsorship. I'm delighted to be joining the board and looking forward to helping guide Relo Metrics through its next phase of growth.”

In July, Relo Metrics, appointed Timon Rumbold as its new head of sales in Europe to drive its expansion in the region.

Relo launched as GumGum Sports four years ago as a division of contextual intelligence company GumGum.

The company works with top sports leagues and rights holders around the world such as the NBA, NFL, NHL, MLB and MLS to value their sponsorships.

Following a $75 million investment in GumGum led by Goldman Sachs Growth, the growth equity arm of the US banking giant, GumGum Sports launched its own independent brand and corporate structure.