Unofficial social media generating 70% sponsor values: Report

Unofficial social media generating 70% sponsor values: Report - InsideSport

Sponsors on sports are now getting the major chunk of their media values from unofficial and unaccounted social media accounts. The revelation is made in Gumgum Sports ‘Social Side of Sports Sponsorships’ study.

Brands spending on sports for their marketing drive activations in the USA are driving a whopping 81% of their sponsorship media value from social media platforms, whereas television audience is contributing a mere 19%. The unofficial accounts are contributing 87% of the total social media sponsorship values, which becomes a little over 70% of the total values.

The major values are coming from fan feeds, news accounts, and other sources that post photos and highlight videos. Depending on the sport, those unofficial channels can account for a whopping 90% of sponsor value on social media, reveals the report.

As sponsorship portfolios expand, it’s more important than ever for teams, leagues, and sponsors to understand how investments are performing across platforms. GumGum Sports, according to a report, has used its computer vision technology to look across the biggest professional sports leagues and measure the impact that third-party social media accounts have on sponsor value.

The results reveal that NBA is getting 70-90% of value coming from non-team-owned accounts relative to team-owned accounts. MLB (60-90%), Formula One (60-70%), NFL (50-70%), NHL (45-65%) and EPL (45-55%) too are generating surprising sponsorship values from unofficial social media traffic.

GumGum Sports analysis have reportedly also revealed that certain signage assets are “social first”. The new NBA jersey patch sponsorship was just introduced this season, but is already the top-performing team signage asset on social media. A whopping 81% of its sponsor media value is driven by social, compared to just 19% from TV game broadcasts. And 87% of that value on social is coming from unofficial accounts.

GumGum Sports is using its patent-pending advanced computer vision capability, Sport Detection, to determine whether a given social media post relates to a specific sports rights holder. The computer detects the logos and identifies posts that relate to a specific sport, team, and venue, for the most comprehensive understanding of media value.