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GumGum Sports Media

Sports Advertising Doesn't Stop When the Broadcast Ends

Live sports advertising buys you the moment. GumGum Sports Media, powered by Relo Metrics, helps you keep it by turning verified viewership and on-screen sponsorship exposure into addressable audiences you can reach across web, CTV, and online video, long after the final whistle.

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Beyond The Broadcast

You Own the Moment. Now Own the Audience.

Sports advertising creates powerful moments of exposure. The challenge has been turning those moments, and the viewership behind them, into audiences you can reach again.

Your Own Sponsorship

You know who tuned in. But did they see you? Turn verified sponsorship exposure into an audience you can reach again.

Your Competitor's Sponsorship

Their investment puts your category in front of millions, and that audience has always been theirs by default.

Fandom Without a Sponsorship

Reaching sports fans without a deal has meant settling for modeled interests and inferred fandom.

Three Ways In

Three Ways to Reach Verified Sports Audiences

Three distinct entry points, built around the sports opportunity in front of you.  Where you start depends on whether you hold a sponsorship, a competitor does, or you just want the fans.

Replay: Sponsorship Activation

Re-engage the fans verified to be watching when your sponsorship appeared. One moment on screen becomes a campaign that runs all season.

Counterplay: Sports Conquesting

Turn a competitor's sponsorship into your opportunity. Conquesting reaches the fans verified to have seen their moment, not yours.

Sports Audiences: No Sponsorship Required

Reach verified fans of the sports and leagues that matter to your brand. Not modeled interests, just the people who actually watched.

Replay

Sponsorship Activation That Knows Exactly Who Saw You

Your logo hits the screen. Your brand gets its moment under the lights. But who actually saw it?

Replay builds an audience from the fans verified to have been watching when your sponsorship appeared, then re-engages them across web, CTV, and online video. You already paid for the moment. Replay is how you make more of it

Counterplay

Conquesting Advertising, Verified Down to the Moment.

Your competitor landed the sponsorship. Their logo got the screen time. Their media team celebrated accordingly.

The audience is still in play. Counterplay brings verified sponsorship exposure to conquesting, reaching fans who were watching when a competitor’s sponsorship appeared, then giving your brand a way to connect with them across web, CTV, and online video. They paid for the sponsorship. They don't own the audience.

Sports Audiences

Sports Audiences Built on What Fans Watch

Sometimes the brief is simple: we just want football fans.

With Sports Audiences, you reach verified fans of the sports and leagues that matter to you, no sponsorship required. Activate across display, online video, and CTV, with Mindset signals to reach them when they're most receptive. No modeled fandom. Just the viewers you came for.

How Buyers Use It

Made for the Teams Behind the Campaign

Mindset shapes the decisions that define a campaign, from where to show up to how to engage.

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Exposure Detected

Relo Metrics identifies the exact moment your brand appeared during the live broadcast, down to the timestamp. Every placement, every second on screen.

Viewership Verified

VideoAmp's ACR data records which households were watching, minute by minute across the broadcast. Deterministic viewing from smart TVs, rather than modeled estimates of who probably tuned in.

Audience Built

GumGum matches the two, exposure against viewership, leaving only the households that were watching when your placement aired. Across all sports, the median viewer sees just 34% of a broadcast, so tuning in and seeing your brand have never been the same thing.
(Source: VideoAmp Analysis)

Activated Across Screens

That audience goes live across web, CTV, and online video - the same verified households, wherever they're reachable.

Get Started

Let's Build Your  Sports Audience

Tell us what you're working with and we'll come back  with what's available for your brand, your leagues,  and your season.

Trusted by the world's leading companies

Let’s start with the basics.

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Last Name

Work email

A bit more context helps us tailor things.

Job Title

Company

Who are you?

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Last step – tell us what you’re looking for.

How Did You Hear About Us?

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FAQs

Sports Advertising, Answered.

What is conquesting in advertising?

Conquesting is advertising that targets a competitor's audience rather than your own. In live sports, that means reaching the fans who saw a competitor's sponsorship on screen. GumGum's Counterplay identifies the households verified to have been watching at that moment and turns them into an audience you can reach across web, CTV, and online video.

What is sponsorship activation in sports?

Sponsorship activation is everything a brand does to extend a sponsorship beyond the sponsorship itself — the media, content and campaigns built around it. GumGum's Replay activates it in digital media, building an audience from the fans verified to have seen your sponsorship on screen and re-engaging them across web, CTV, and online video.

What is ACR data?

ACR stands for automatic content recognition. It identifies what's playing on a smart TV, which makes it possible to know what a household actually watched rather than what they were likely to watch. GumGum Sports Media uses VideoAmp's ACR-based viewership data to verify who was tuned in when a sponsorship appeared.

How do you reach sports fans without a sponsorship?

You use viewership data rather than sponsorship exposure. GumGum Sports Audiences builds from VideoAmp's deterministic viewership records, so you can reach verified fans of specific sports and leagues based on what they actually watched, not modeled interests. No sponsorship required.

Which sports and leagues does GumGum Sports Media cover?

Replay and Counterplay are available for the leagues covered by Relo Census: the NFL, NBA, WNBA, MLB, NHL, MLS, NWSL, F1 and NCAA Football. GumGum Sports Audiences covers a broader range of sports and leagues through VideoAmp's viewership data. Campaign activation is currently available in the US.