SYS-CON MEDIA Authors: Elizabeth White, Zakia Bouachraoui, Liz McMillan, Yeshim Deniz, William Schmarzo

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GumGum Sports to Measure Sponsor Value for NHL’s Columbus Blue Jackets in Multi-Year Agreement

With just a week to go before the puck drops on the NHL’s preseason, the Columbus Blue Jackets and GumGum Sports have agreed to a multi-year partnership, commencing with the upcoming 2018-19 campaign. The Blue Jackets will be utilizing GumGum Sports’ full valuation suite to assure the most complete measurement is conducted for their partners. With this announcement, GumGum Sports, the leader in technology based measurement, extends their work in hockey, with working agreements in place with several clubs, brand sponsors and work that has been completed at the league level, covering the entire stakeholder ecosystem. The focus: leveraging its patented computer-vision technology – not just logo detection – across linear television, streaming and social media.

“We are extremely impressed with the data that GumGum Sports can provide and the fact that it’s multi-platform, using advanced technology, provides our organization with a tremendous opportunity to realize more accurate, efficient and complete value measurement for our sponsors,” said Ryan Shirk, Columbus Blue Jackets Vice President of Corporate Partnerships. “We look forward to having a dynamic tool that can give us a much greater depth of knowledge regarding the true value of our partnerships and enable us to demonstrate, in precise quantitative terms, how we support and advance the business objectives of our sponsors.”

GumGum Sports has positioned themselves as the experts in the area of measurement providing data that can be leveraged by all stakeholders involved. GumGum Sports’ offseason efforts also include the launch of a first-of-its kind, league-wide, social media valuation and benchmarking platform in Scoreboard, set to go live in October and will run through the end of the season. Scoreboard will provide the only tool to NHL stakeholders where they garner vital social media metrics across teams, sponsors and locations. Those interested in learning more about Scoreboard and how to secure access, can go to http://bit.ly/nhlscoreboard.

About GumGum Sports

GumGum Sports is a division of GumGum that leverages GumGum’s computer-vision technology to help brands, agencies and rights holders go Beyond the Broadcast™ to capture the full media value of sports sponsorships that include visible signage across television and social media. By analyzing live broadcasts, social media and digital streaming, GumGum Sports provides accurate, timely and comprehensive media valuations. They enable rights holders to retain and grow partner revenue and give sponsors the ability to track and optimize media value across a portfolio of sponsorships.

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