SANTA MONICA, Calif.--(BUSINESS WIRE)--GumGum, the leading computer vision platform for marketers, today launched GumGum Sports. This new division of GumGum Visual Intelligence (V.I.) applies computer vision technology to transform broadcast valuations and bring full media valuations of sports sponsorships to rights holders and sponsors for the first time. With GumGum Sports, teams and advertisers that invest in visible signage that appears across live television, social media, streaming and in replays benefit from comprehensive analysis of every frame powered by computer vision technology. In conjunction with the launch, GumGum Sports has partnered with Catalyst Sports and Media (“Catalyst”), co-founded by veteran sports and entertainment industry leaders, Happy Walters and Josh Swartz. The new firm will help bring GumGum Sports to market through its deep industry relationships. GumGum Sports is led by Jeff Katz, General Manager, who was the former VP of Business Development at GumGum.
“For years brands have invested in visible signage associated with live, broadcast events. Yet traditional media valuation tools cannot capture the massive aggregate value held within every mention and frame. With our advanced computer vision capabilities, GumGum is revolutionizing how sponsorship valuations are produced by cost effectively analyzing every frame accurately, rapidly and at scale,” said Ophir Tanz, CEO, GumGum. “With global sponsorship spending projected to exceed $60 billion this year there is more media value than ever for brands and rights holders to capture and quantify. By launching this new division, we’re positioning GumGum Sports and our partner, Catalyst, to enable rights holders and advertisers to benefit dramatically in the seasons ahead from a far better approach to quantifying broadcast valuation and associated visibility across social media, digital streaming and more.”
Through GumGum Sports, the company is able to help brands, agencies and rights holders go Beyond The Broadcast™ and use technology to evaluate each brand exposure. By analyzing each frame of live broadcasts along with social media and streamed content, GumGum Sports is pioneering accurate, rapid, and comprehensive media valuations and transforming how broadcast valuations are done entirely. This new offer enables rights holders to retain and grow partner revenue and gives sponsors the ability to track and optimize media value across a portfolio of sponsorships.
In partnership, Catalyst and GumGum Sports will leverage each other’s industry experience to bring this new solution to market. Through GumGum’s advanced image recognition technology and Catalyst’s leading relationships within the sports and entertainment industries, GumGum Sports is fast becoming a valuable new revenue opportunity for rights holders, and a new way to measure the complete brand impact for global advertisers investing in event sponsorships.
“At Catalyst, we hear every day from leaders in the sports industry that they need the right tools to both measure the value of their current sponsorship portfolio and capitalize on the changing sports media consumption landscape. GumGum’s image recognition technology is a game changer for sports rights holders. For too long, ROI measurement for broadcast has been limited as the frame-by-frame visibility was impossible to measure and quantify,” said Josh Swartz, Co-Founder, Catalyst. “With the ability to fully quantify the value through the power of computer vision, GumGum Sports will dramatically impact the relationship between rights holder and advertiser from today forward. We’re excited to partner with GumGum to bring to market the industry’s first transformative technology in a long time.”
GumGum is a leading computer vision company. Its patented image-recognition technology delivers highly visible advertisements to more than 400 million users as they view pictures and content across more than 2,000 premium publishers. The company also offers GumGum Visual Intelligence (V.I.), a real-time visual listening platform that helps brands identify and activate online pictures and videos relevant to them on social media.
Founded in 2007, GumGum invented the in-image advertising category and today its platform is used by the majority of Fortune 100 companies.
About Catalyst Sports & Media
Catalyst Sports & Media is a strategic advisor, investor and athlete representative to professional athletes and companies from around the globe connected to basketball, global football and esports. Catalyst was co-founded by veteran sports and entertainment industry leaders, Happy Walters and Josh Swartz. For more information, visit www.catalystsports.com.