GumGum Launches GumGum Sports Media
The suite bridges a gap that has long frustrated sports marketers: determining whether fans actually saw the brand placement or logo that appeared on screen.
Topics
GumGum has announced the launch of GumGum Sports Media, a new suite of advertising products that transforms live sports viewership and sponsorship exposure into addressable audiences brands can activate across digital media.
Powered by Relo Metrics, a division of GumGum, and supported by VideoAmp viewership audiences, the suite bridges a gap that has long frustrated sports marketers: determining whether fans actually saw the brand placement or logo that appeared on screen.
Relo Metrics identifies exactly when sponsorship exposures occur during a live broadcast, while VideoAmp, a media performance platform, creates audiences of viewers exposed to the sponsor’s brand at a household level, and GumGum Sports Media turns that match into an addressable, targetable audience.
ALSO READ: Marquee Awards Recognises Marketing Excellence at Gala Celebration
That is the difference between knowing someone tuned into the game and knowing they saw the brand. GumGum Sports Media turns that verified exposure into an audience brands can activate across digital media.
The suite does this through three targeting products:
- Replay: Amplifies sponsorship ROI by targeting the exact fans verified to have seen a brand’s placement during a live broadcast, re-engaging them with digital ads when they are most primed to act.
- Counterplay: Turns a competitor’s sponsorship into an opportunity, letting brands reach fans verified to have seen a competitor’s logo during a live event.
- Sports Audiences: Taps into VideoAmp viewership audiences via their VXA solution to reach verified fans of the sports and leagues that matter most to a brand, building scalable audiences from what fans actually watch rather than modelled interests or inferred fandom.
“Most brands pay to be present during the game. Very few have the ability to capitalise on that investment by re-engaging the audience after the game,” said Hailey Denenberg, SVP, Head of Strategy and Business Operations at GumGum.
“This new suite lets them do something with that investment once the broadcast ends. We connect what appeared on screen to the households that were actually watching, and turn that into an audience they can reach.”
Dylan Cox, VP, Data Strategy and Operations at Relo Metrics, said, “Relo Metrics has been measuring the value of sports marketing and sponsorships for nearly a decade using the same computer vision technology GumGum was built on.”’
“With GumGum Sports Media, we’re able to use our sponsorship measurement data to help leagues, teams, sports sponsors, and beyond reach verified fans as they continue their digital journeys beyond the sporting event itself.
ALSO READ: Marketers are Moving from Experimentation to Execution: State of Martech 2026 Report
“We’re happy to be turning sponsorship value from an assumption into something measurable alongside GumGum and Relo with the launch of their Sports Media Solution. Brands spend billions on sports sponsorships and have largely had to defend that spend with proxies instead of proof,” said Danielle Zazula, SVP of Revenue at VideoAmp.
“By uniting Relo’s exposure data with our household insights, we bridge linear visibility and digital execution, transforming passive broadcast logo views into actionable audiences.”
GumGum Sports Media is now available in the United States across web, CTV, and online video, covering the NFL, NBA, WNBA, MLB, NHL, MLS, NWSL, F1, and NCAA Football. League, team, and athlete sponsors looking to amplify their investments, as well as non-sponsor brands looking to tap into sports fandom, can now activate through the suite.
