GumGum Inc. combines the GumGum Platform™ with Relo Metrics to enhance consumer engagement across all stages of the sports lifecycle.

GumGum, a leader in contextual-first technology for digital advertising, has announced the launch of an innovative sports marketing solution designed to help brands and agencies capitalize on sports moments like never before. This new offering combines The GumGum Platform (advertising) and GumGum's wholly-owned subsidiary, Relo Metrics (sports sponsorship measurement), providing a comprehensive approach to sports marketing.

The Comprehensive Solution: GumGum Platform + Relo Metrics

This joint solution empowers brands to deliver relevant ads, extending the value of their sponsorships through surrounding media opportunities. By increasing reach, share of voice, and overall effectiveness, brands can accurately track the impact of their sponsorships before, during, and after live events. The solution enables advertisers to reach audiences at critical moments during a sporting event and extend engagement beyond the game, offering relevant, engaging content across pre-game analysis, live coverage, and post-game highlights for a more memorable and measurable brand experience.

Phil Schraeder, CEO of GumGum, stated, "We've built two incredible businesses, one leading in digital advertising and the other in sports sponsorship measurement, so it's an absolute no-brainer to combine our expertise and offer brands something truly unparalleled. For brands engaging in sports sponsorships, there's nothing else on the market that delivers this kind of comprehensive solution to engage with consumers and measure impact like never before."

The GumGum Platform: Enhancing Sports Marketing

The GumGum Platform harnesses context, attention, and creative data solutions to provide deep insights that connect consumers with brands outside of the sports stadium. Whether fans are browsing sports news, streaming pre-game shows, or catching up on post-game commentary, the platform identifies the best contexts, topics, and keywords for ads in real time, optimizing placements toward attention. This ensures more relevant and meaningful connections between brands and consumers across all digital platforms.

"There's a growing demand to be involved in the sports world—especially with the rise of women's sports—as evident by the projected $67.56 billion spent by brands this year," added Schraeder. "As sports continue to foster deep human connections and reach new audiences, GumGum and Relo Metrics can help brands optimize their sponsorships across digital platforms and create more meaningful engagements with passionate fan bases during all stages of the sports cycle. Our initiative marks a new era in sports marketing, where advanced contextual intelligence meets real-time sponsorship data."

Relo Metrics: Measuring Sponsorship Impact in Real-Time

While GumGum ensures brands engage consumers at various touch points around a sporting event, Relo Metrics measures the impact of sports sponsorships in near real time. Whether it’s in-venue sponsorships, social media mentions, or broadcast placements, Relo Metrics provides insights into how sports sponsorships drive value for brands. With Relo Metrics' AI-powered data platform, advertisers can optimize their sponsorship investments and fine-tune their strategies for maximum impact.

"Our goal at Relo Metrics has always been to provide brands with the tools they need to measure and maximize their sponsorship investments," said Jay Prasad, CEO of Relo Metrics. "Combining Relo's sports marketing data with deep contextual, attention, and creative insights allows us to amplify our data's reach, helping brands not only understand their sponsorship effectiveness but also enhance their advertising efforts."

New Sports Data Insights for Advertisers

The solution also delivers valuable insights into specific sports segments, such as women's sports. For brands looking to connect with audiences engaged in women's sporting events, the GumGum Platform can identify digital environments where "women's sports" are being discussed, offering contextual insights including:

• Safety and Sentiment: "Women's sports" is overwhelmingly brand-safe content, with 80% of pages considered safe, and has a positive sentiment of approximately 50% versus 5.39% negative.
• Engagement Metrics: Over a recent 7-day period, "women's sports" was mentioned over 16,000 times across digital platforms.

Relo Metrics helps brands assess the success of their sponsorships in these events, with insights such as:

• Broadcast during the 2023 FIFA Women's World Cup generated $329M in media value for sponsoring brands.
• For the first time, there were 4.9M more viewers of the NCAA Women's Basketball Championship game compared to the Men's Tournament.
• Going into 2024, women's professional sports leagues are averaging 91.5% YoY growth across social platforms (TikTok, Instagram, Facebook, X).