Sports signage has always been valued on the television exposure it generates, but that’s an outdated model when viewers turn to social media for their daily highlight fix.
Our new guide, “The Social Side of Sports Sponsorships,” presents a modern methodology for brands looking to demonstrate media value of their sports signage investments. Advances in image recognition and AI now make it possible to track the social value of in-arena signage with a level of transparency never before imaginable.
Check out the full text of “The Social Side of Sports Sponsorships.”
It turns out that, according to GumGum Sports analysis, signage seen on social media during a single NBA game can generate as much as $2.8 million in media value. And 70 to 90 percent of that value comes from social accounts not owned by the team. Furthermore brands need a methodology that goes beyond simply identifying logos, accounting for factors like clarity, visibility and share of voice that indicate the quality of an exposure.
For more insights—and an exclusive interview with the Golden State Warriors’ digital experience and partnership marketing team—click below.
