Relo Metrics, the sponsorship analytics platform formerly known as GumGum Sports, has launched a new sponsorship data benchmarking tool for the sports industry.

Relo Baseline will provide users with “unique access to reliable benchmarking data on the digital value created by almost every sponsorship asset in all major sports in North America”.

The company claims that the tool will give brands and rightsholders “a more comprehensive, contextualized understanding of how their sponsorships are performing”.

For brand sponsors, Relo Baseline will provide an “independent and accurate solution that allows a marketer to understand the digital value of a sponsorship before making an investment and be able to make more informed decisions on whether their sponsorships are delivering against an expected KPI of success”.

Relo said brands will be able to set data-driven goals with their partners for sponsorships based on comparable assets and see when asset performance is trending below average so they can take immediate action.

The platform adds that Relo Baseline will also improve decision-making for rightsholders and allow sports teams to “better negotiate deals by leveraging data that shows their ability to outperform industry averages and how they are maximizing value back to a sponsor”.

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The data tool has also been designed to allow rightsholders to spot untapped sponsorship assets from other teams and leagues that are generating a high return on investment.

Brian Kim, chief executive at Relo Metrics, said: “Over the course of the last five years, Relo has continually focused on our ability to bring better data and intelligence into the sponsorship buying process.

“Relo Baseline is one of our next steps in creating a standardized currency that enables teams and brands to measure the digital value of sponsorships effectively and transparently and work with each other to drive towards the same KPIs and create more successful partnerships.

“With this solution, we believe the sponsorship market will be able to grow faster and more effectively by providing the necessary transparency and visibility into how to measure sponsorship value at an efficient price.”

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

The company works with top sports leagues and rightsholders 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 last year.

Last July, Relo appointed Timon Rumbold as its new head of sales in Europe to drive its expansion in the region and added experienced US sports executive Marc Reeves to its board in September.