GumGum Sports, the leading AI-powered sponsorship analytics platform, has signed a partnership with Pro League, the official organisation representing Belgian professional football clubs.

Pro League, and all Jupiler Pro League clubs (the top football competition in Belgium) will now have access to GumGum Sports’ real-time analytics on how league and club sponsorship assets are performing on social media, helping to aid decision-making and maximise performance for brand partners. It underlines the continuing efforts of the league to support its clubs with the necessary tools to gain better insights and inform their commercial strategy.

The partnership is part of the innovation project “Pro League Forward”, a platform launched by Pro League last month to drive knowledge-sharing and collaboration and make it one of the most innovative leagues in Europe.

Traditionally, sponsorship evaluation has focused on the impact of sports signage across live broadcast. However, with audiences increasingly turning to social media and streaming to access sports-related content, rights holders and brands now need new types of analytics tools that can also capture the wider digital impact of their sponsorship within one platform and provide real-time measurement.

GumGum Sports’ platform uses computer vision to capture sponsorship exposure across television broadcast, online streaming and social media. Currently, there are more than 3,600 unique global sponsors tracked on the platform. Last year, GumGum Sports helped its partners to discover nearly $7 billion of unrealised earned media value.

“GumGum Sports’ partnership with Pro League underlines the continued growth our company is experiencing in Europe and the growing interest in real-time analytics data for faster decision-making that we can deliver,” said Brian Kim, general manager at GumGum Sports. “The nature of sports content has changed rapidly over the last ten years. Rights holders and their brand partners need access to advanced data on how their assets are performing across all key channels – and not just at the end of the season but regularly throughout the lifetime of the partnership. This is exactly what Pro League and Jupiler Pro League clubs will now have access to on our platform, helping them to demonstrate the real value of their assets to sponsors and stimulating growth across the league.”

Leander Monbaliu, chief business officer at Pro League added: “The shift to digital is more relevant than ever before. We are actively assisting our clubs to help them grow their digital reach, and attract new revenue sources. The partnership with GumGum Sports now allows our Jupiler Pro League clubs to measure ROI and optimise their commercial strategies accordingly. GumGum Sports' expertise and proven track record working with tier 1 leagues in North America makes them a great addition to the Pro League Forward-project.”

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GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather t...

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