Partners Launch Hockey Sponsorship Metrics

In the US, AI-powered sponsorship analytics platform Relo Metrics has announced a strategic partnership with SponsorPulse to offer asset-level validation of sponsorship performance for the National Hockey League (NHL).

The partnership combines SponsorPulse's consumer research with Relo's exposure valuation data, to provide 'unprecedented levels' of accuracy and brand value by means of creative asset level Impact Scores. The system will measure both the amount and quality of exposure, along with consumer impact and the 'breakthrough' potential of different assets.

In developing the solution, Relo and SponsorPulse combined on a survey of 'thousands' of fans who have watched broadcast NHL games in the past year, asking about recall of sponsor logos, and whether they distracted / annoyed them; had the ability to drive preference; and led to action and/or purchase consideration. The firms used responses to create a new 'Asset Impact Score' metric and scorecard.

The new metrics approach includes a complete ranking of the NHL's most effective sponsorship assets, including DED dashboards, static rink boards, in-ice center and corner ice logos, helmet and jersey branding, scoreboard signage, in-venue commercials, social media posts and news and highlights.

Relo CEO Jay Prasad says the service will provide 'the most complete, data-driven asset valuation that will make selling and valuing assets much easier', adding: 'This allows brands to get a sense of how much an asset will help move the needle when it comes to brand awareness and preference'.

SponsorPulse Chief Exec Adam Mitchell comments: 'As the world of sponsorship assets continues to evolve, it's important that we have a common measurement system that highlights which assets can most effectively deliver on brand objectives'.

Web sites: www.relometrics.com and www.sponsorpulse.com .