Glasgow Warriors has teamed up with computer vision specialist GumGum Sports to chart the sponsorship value of its partners across social media and traditional broadcast.

GumGum Sports is tracking all impressions across broadcast games, including Guinness Pro14 and Heineken Champions Cup matches, and social media platforms over the next. This, it says, will determine a media value based on equivalent costs for advertising.

The valuation will account for exposure generated by all content creators – including social platforms such as Facebook, Instagram, Twitter and YouTube.

The analysis will identify traditional on-screen sponsorship assets and qualify the impressions using a proprietary Media Value Percentage (MVP) methodology.

That percentage will then be compared to what it would have cost to buy an equivalent amount of reach or engagement per the media type.

Importance of sponsorship value

Sam Grimley, commercial director, GumGum Sports, said: “It’s more important than ever for rights holders to take into account the value of their sponsorships beyond just traditional broadcast.

“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.”

Nathan Bombrys, managing director of Glasgow Warriors, noted the move is part of a strategy to cater for a changing media landscape.

He added: “The last few seasons have seen significant growth for Glasgow Warriors in terms of supporters, partners and followers.

“The biggest shift has been the massive growth of our club-owned channels, particularly social media, where our own club channels have become excellent platforms to reach our supporters with the latest club news, information and entertainment.

“We are always looking to innovate and we believe this exciting partnership with GumGum Sports will help us to better understand how to deliver even more value to our commercial partners through their association with Glasgow Warriors.

“We believe the insights provided by GumGum Sports will put us in an even better position to meet the business objectives of our sponsors and partners, and therefore help us to continue to grow our club.”