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GumGum Sports: Lost Opportunity For Sponsors At Women's World Cup

Santa Monica-based GumGum Sports, which uses computer vision technology to analyze the value of sponsorship of sporting events, says that the recent matches at the World Cup, featuring the U.S. Women's National Team, was a lost opportunity for the tournament. According to GumGum Sports, its analysis found that the stadium wall below the stands--which was unsold, with no sponsor logo present--could have netted a sponsor $1M per match in value, and given a World Cup partner the greatest return on investment of any sponsorship placement. GumGum said it caculated $2.96M in sponsor value for that spot over the three U.S. Women's National Team matches. That said, GumGum said that Nike and Visa "won big" in sponsoring the global tournament. GumGum's software analyzes television coverage and exposure of advertising space using artificial intelligence software, analyzing things like screen time, size, clarity, and more; the company said it found the unsponsored blue wall just behind the field-level LED screen ads had the greatest exposure during the tournament, with far more significant broadcast television exposure.