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GumGum Sports has announced a new partnership with Scottish rugby team Glasgow Warriors, which will see the sports AI company capture data on the club’s sponsorship partners across broadcast and social media.
GumGum works by determining a media value based on impressions across broadcasted games and social media, measured against equivalent advertising costs. The app accounts for exposure from all content creators, not just channels owned by Glasgow Warriors, and will assign value to every related post that’s uploaded.
By searching social platforms, including Facebook, Twitter, Instagram and Youtube, alongside televised broadcasts, the technology is able to quantify these impressions against a Media Value Percentage, a methodology that accounts for a number of factors including clarity, prominence and share of voice.
Sam Grimley, commercial director of GumGum Sports, says: “The way in which fans consume rugby is rapidly changing, meaning the way in which clubs measure and monetise their sponsorship offering requires a new approach. It’s an exciting time for the sport and we’re looking forward to help.”
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The system assigns a value to the club’s social media exposure