Merger for Sports Intell Firms MVPindex and Umbel

In the US sports and entertainment sector, social media intelligence platform MVPindex and fan engagement specialist Umbel have merged. The combined company promises to help clients measure the value and impact of digital spend, including sponsorships and social media campaigns.

The new entity will combine MVPindex's social media measurement and valuation platform with Umbel's solution for collecting and segmenting first-party data to deliver targeted activations and campaigns. Together, they will provide clients with a solution for understanding audience engagement and purchase intent. Sports and entertainment organizations can now tap into data about fan behavior - including where and how they spend their time, and what motivates them and drives their engagement - to build stronger connections with existing fans and attract new ones.

Headquartered in Austin, Texas, with additional offices in Dallas, the company will be overseen by a Board with representation from both companies. MVPindex CEO Stan Woodward (pictured) has been named CEO; MVPindex co-founder Shawn Spieth will serve as President and Chairman; with co-founder Kyle Nelson as CMO. Umbel CFO Iser Cukierman will be CFO of the new company and GM of the Umbel business unit.

Commenting on the deal, Woodward said: 'The Holy Grail in our business is total social audience measurement, which means we can help identify buyer intent and then offer valuable insight about how to convert that intent to purchase. It's truly a game-changer for the sports and entertainment industries, and with this merger, we're the only ones who can do it'.

Web sites: www.mpvindex.com and www.umbel.com .