NHL Taps Relo Metrics, SponsorPulse To Validate Sponsorship Performance

Relo Metrics, formerly GumGum Sports and a leading AI-powered sponsorship-analytics platform for real-time data decisions, has signed a strategic partnership with SponsorPulse to validate National Hockey League (NHL) sponsorship-performance measurement to unprecedented levels of accuracy and brand value through creative asset-level Impact Scores.

The collaboration combines SponsorPulse’s consumer research with Relo’s exposure-valuation data to create a framework based on the amount and quality of exposure along with consumer impact and the “breakthrough” potential of different assets.

The new partnership began with a study co-created by the two companies and based on survey conversations with thousands of NHL fans who watched broadcast NHL games in the past year. Questions were developed to measure specific asset characteristics, such as whether a logo is memorable or distracting or can drive action or purchase decisions. Based on responses in each category, the two companies created the new “Asset Impact Score” metric and scorecard.

Jay Prasad, CEO, Relo Metrics

“With this data,” says Relo Metrics CEO Jay Prasad, “we are now able to deliver the most complete, data-driven asset valuation that will make selling and valuing assets much easier. 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. We are jointly providing this measurement with speed, not something that is usually associated with consumer research.”

The combined resources of Relo and SponsorPulse are well-suited to address commonly acknowledged pain points associated with sports sponsorships: effectively packaging and valuing assets with the ultimate goal of building long-term trust and loyalty between brands and their customers.

Adam Mitchell, CEO, SponsorPulse

“As the world of sponsorship assets continues to evolve,” adds SponsorPulse CEO Adam Mitchell, “it’s important that we have a common measurement system that highlights which assets can most effectively deliver on brand objectives. With the development of Asset Impact Scores, we can now identify the right assets for brands to activate and measure potential outcomes on brand awareness, perception, and intent to buy.”

In this implementation, the Asset Impact Score methodology identifies all NHL-based assets activated by sponsors to measure their breakthrough and impact on the general population and NHL fans specifically; break down which assets are most effective at driving purchase consideration versus favorability; and rank their overall effectiveness so that it can be factored into the overall sponsor media value provided.

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.