Relo Metrics, the sponsorship analytics platform, has launched a new sports initiative to maximize the commercial value of women’s soccer, using real-time data analytics.
The Women’s Football Collab, described as an equality platform, has been designed to increase teams’ access to data on the value of their sponsorship assets.
The platform aims to capitalize on investment in the women’s game following England’s UEFA Euro 2022 triumph using real-time insights from social media.
A dozen clubs from across the top-tier English Women's Super League (WSL), Scottish Women’s Premier League, Women’s Championship, and National League have already signed onto the free collaboration, including Fulham, Reading, and Burnley.
Each participating team will have access to a full season of social media sponsorship analytics from Relo Metrics (formerly GumGum Sports), along with a series of curated workshops and in-person events designed to promote greater cooperation amongst all the teams.
Maya Herm, customer success manager for EMEA at Relo Metrics, said: “England’s victory at the Euros last summer was a watershed moment for women’s football – but the challenge now is to keep that momentum going in a way that reaps tangible value for players and the grassroots community.
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“We believe that the value to engaged viewers and sponsors is growing quickly, and we are excited to help tell that story with measurement.
“While visibility has increased, our research shows most women’s teams still don’t have access to their own bespoke data sets. The value of sponsorships is either not measured at all, or it’s bundled wholesale with data from men’s teams.
“This means there’s a continued risk of undervaluing women’s football, with players missing out on lucrative deals – a reality that we’re determined to change.”
Topics that the Women’s Football Collab discusses will include how to optimize social strategy to amplify brand exposure, via behind-the-scenes storytelling and player engagement.
Relo claims that this, along with customized data findings, will help to generate more visibility and commercial revenue for the sport.
Jay Prasad, chief executive at Relo Metrics, said: “The Women’s Football Collab is designed to build on the legacy set by the Lionesses in a smart and sustainable way.
“To grow women’s football, we need to measure and demonstrate the value of sponsorships in real-time. Our AI-powered social media tech enables each team in the collaboration to own the power of their data, which is key to turbocharging sponsorship value for teams and brands alike. We’re helping teams zero in on evidence of their worth.
“It’s not just about data, though. Our platform is designed to foster the collective spirit of women’s football, to ensure we are all benefiting from it. We’re creating space for regular network events between competing teams, to discuss new ideas for making money and creating value for female players in a broader context.”
Relo launched as GumGum Sports six years ago as a division of contextual intelligence company GumGum.
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 in 2021.
Relo’s data insights service is used by top sports leagues and rightsholders around the world including North America’s NBA, NFL, NHL, MLB, MLS, and MRL, as well as English soccer’s Premier League.
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