SANTA MONICA, Calif.--(BUSINESS WIRE)--GumGum Sports, the leader in sports media valuation powered by computer vision technology, today released their final NBA Scoreboard findings, with the Cleveland Cavaliers/Goodyear jersey patch sponsorship deal generating more media value -- $20.6 million -- than any other team owned accounts. The Golden State Warriors were No. 2 ($17.8 million), easily clearing the $20 million-a-year mark Rakuten paid accounting for the value generated by non-owned accounts, while the Boston Celtics/GE team accounts came in third ($8.6 million). League jersey patch sponsorship team deals average $9.3 million annually.
Overall, comparing all on-court sponsor/advertising elements, the 21 teams with jersey patches generated the second highest value ($72 million for all teams combined) behind only apparel sponsor placement (Nike; $94 million).
GumGum Sports’ near real-time benchmarking NBA Scoreboard tool measured sponsor media value generated from team owned and operated Instagram, Twitter and Facebook handles during the 2017-18 season. The Warriors ($53.2 million) topped the Cavs ($31.6 million) in this category, followed by the Celtics at $24.4 million. The bottom 10 teams in the league generated less than $3 million in this category. Through GumGum Sports' analysis of NBA teams, the brand knows that team accounts account for up to as little as 10-30 percent of social media value relative to non-team owned accounts. To that, the brand noted, the bottom 10 teams could be generating $33.3MM in media value each. In a final finding, despite their on-court performance, the Los Angeles Lakers finished fourth in both team account social media measurement ($13 million, actually placing first in Twitter value) and jersey patch sponsorship media value from their team accounts ($4.9 million) for their deal with Wish.
“Social media is still a largely untapped opportunity for NBA teams because they are still pricing out arena signage based on TV media value alone and under appreciating the impact from social, which drives a great deal of brand exposure through game highlights shared via non-team owned accounts,” said Jeff Katz, GM of GumGum Sports. “This creates a new opportunity for teams beyond their traditional TV broadcast sponsorship dollars with the value and weight from social having increased tremendously over the past few years.” Katz followed up on this, getting specific on Scoreboard’s overall findings, noting that Instagram generated 80 percent of sponsorship value for NBA team accounts and that engagement on Instagram is 10-to-15 times that of Twitter and Facebook.
GumGum Sports’ methodology determines the value of sports signage by calculating what it would have cost to buy an equivalent amount of reach and/or engagement in a similar advertising media and applying a discount based on a quality score called an Media Value Percentage (MVP) algorithm. The MVP formula consists of six core variables: clarity, prominence, visibility, size, placement, and share of voice.
GumGum Sports already provides media valuation services across the NFL, NHL, MLB, MLS, EPL, MMA as well as Stadium, a multi-platform sports network. Using advanced computer vision technology – not just logo detection – GumGum Sports scans both team-owned and non-owned accounts through the long tail of social media and provides social media valuation metrics. To access GumGum Sports Scoreboard, visit https://scoreboard.gumgum.com/ and sign up.
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.