Hookit

What Hookit does

Hookit (legal entity SponsorHouse, Inc., DBA Hookit) is a sports sponsorship analytics and valuation platform founded in 2001 and headquartered in San Diego, with a regional office in London. The company measures and quantifies the value of brand promotion across social media for brands, rights holders (teams, leagues, events), agents, professional athletes, and amateur athletes. Its core methodology, the Hookit Valuation Model (HVM), combines engagement-based Max Ad Value (MAV), calculated using 30-day running averages of platform-specific Cost Per Engagement drawn from real ad auction data, with a six-factor Promotion Quality score (position, coverage, clarity, viewership, competition, crowding) to produce an Adjusted Ad Value (AAV) for each branded post. The platform also provides the Promotional Effectiveness (PE) Score for normalized cross-entity benchmarking, the Hookit Score for athlete ranking, and the proprietary Sport & Entertainment Graph (tracking nearly 500K entities including 100K+ athletes, 5K+ teams and leagues, and 4K media properties) and Brand Graph (10K brands, 8K trained logos, 80K brand tags).

Hookit operates a dual-track go-to-market motion: an enterprise subscription tier for brands, rights holders, and agents via data.hookit.com (sold through direct sales with quote-based pricing), a Pro Account tier for professional athletes via app.hookit.com, and a freemium tier for amateur athletes. Data is ingested through API integrations with seven social platforms: Facebook, Instagram, Twitter/X, YouTube, TikTok, VK, and Weibo. The company is owned and operated by Two Circles, a data-driven sports marketing agency, and operates as a component of KORE, The Intelligence Platform. No public revenue or ARR figures are disclosed; the firm is privately held with a small team (11–50 employees) and has cumulatively raised approximately $16.9M across three disclosed rounds, the last being a $16M Series 3 in August 2017 led by Arrowroot Capital Management.

Name

Hookit

Legal name

SponsorHouse, Inc.

Website

https://hookit.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Hookit is a sports sponsorship analytics platform that measures and values brand promotion across social media for brands, rights holders, agents, and athletes, using proprietary valuation models and a 500K-entity sport graph.

Ownership category

akta.pro rank

Product category

Sports Sponsorship Analytics

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

akta.pro secondary industry

Creator Analytics, Measurement & Attribution Platforms (MPACABAJ)

Keywords

• Sports sponsorship analytics
• Sponsorship valuation platform
• Athlete social scoring
• Social media measurement
• Sports marketing intelligence

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Analytics and Valuation Platform Subscription: Hookit provides subscription-based access to its sponsorship analytics platform for brands, rights holders, agents, and athletes. The platform offers tiered access including Pro Accounts for professional athletes and teams, with pricing varying by user type and feature access.
2. Data Monetization: Hookit monetizes its proprietary data assets including the Sport & Entertainment Graph and Brand Graph through analytics services that provide insights into audience metrics, sponsorship portfolio measurement, and partner benchmarking.
3. Athlete Support Program Facilitation: Platform facilitates connections between athletes seeking sponsorship and brands offering athlete support programs, potentially generating revenue through program facilitation fees or value-added services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Hookit provides a data-driven sports sponsorship analytics and valuation platform that measures and quantifies the dollar value of social media content containing brand promotion across Facebook, Instagram, Twitter/X, YouTube, TikTok, VK, and Weibo. Its proprietary Hookit Valuation Model (HVM) calculates Max Ad Value (MAV) from engagement metrics and Cost Per Engagement auction data, then derives Adjusted Ad Value (AAV) by weighting for Promotion Quality, with a normalized Promotional Effectiveness (PE) Score enabling cross-partner comparison. The platform serves brands, rights holders, agents, and athletes through the data.hookit.com enterprise dashboard and the app.hookit.com athlete support application.

Product overview

Hookit is a unified data-driven sponsorship analytics and valuation platform that combines machine learning with deep data analytics. The core Hookit Sponsorship Analytics Platform tracks, measures, and values social media content with brand promotion. The ecosystem includes the proprietary Hookit Valuation Model (HVM) which calculates Adjusted Ad Value (AAV) and Max Ad Value (MAV), supplemented by the Hookit Score for athlete ranking and the Promotional Effectiveness (PE) Score for partner evaluation. The Athlete Support Platform enables athletes to build profiles and apply for sponsorships, while the Pro Account tier serves professional athletes. The Sport & Entertainment Graph and Brand Graph provide the data foundation, tracking nearly 500K entities and 10K brands. The platform aggregates content from major social networks including Facebook, Twitter, Instagram, YouTube, TikTok, VK, and Weibo to deliver actionable sponsorship insights to brands, athletes, teams, and events.

Differentiator

Problem solved

Functional benefit

Products and services

• Hookit Sponsorship Analytics Platform Enterprise-grade dashboard accessible at data.hookit.com that quantifies sponsorship value across the social media activity of athletes, teams, leagues, events, and brands. Built on the proprietary Hookit Valuation Model, it calculates Max Ad Value and Adjusted Ad Value for branded posts, delivers Promotional Effectiveness Scores, and enables portfolio benchmarking for brands, rights holders, and agents.
• Athlete Support Platform Self-service web application at app.hookit.com where amateur and professional athletes create profiles, monitor their Hookit Score progression, track social media performance, and apply for sponsorship opportunities offered by brands on the platform. Brands can use the platform to manage athlete support programs more efficiently.

Quantifiable outcome

• Promotion Quality scoring provides 0-100% rating based on position, coverage, clarity, viewership, competition, and crowding factors
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Facebook/MetacoreTechnology or IntegrationSocial media data integration through Meta's Graph API. Hookit accesses public and non-public data including email, read stream, likes, birthdate, education, location, and work history for authenticated users. Enables post tracking, engagement metrics collection, and audience analytics.
• InstagramcoreTechnology or IntegrationSocial media data integration for post and engagement tracking. Hookit collects video views (watch time >3s), impressions, likes, comments, and follower metrics from Instagram for sponsorship valuation.
• Twitter/XcoreTechnology or IntegrationSocial media data integration for post tracking. Hookit collects video views (watch time >3s while video 100% in view), retweets, comments/replies, and organic impressions from Twitter.
• YouTubecoreTechnology or IntegrationYouTube API Services integration for video view tracking (intentional watch time >=30s), engagement metrics, and audience analytics. Users are governed by Google's Privacy Policy through this integration.
• TikTokcoreTechnology or IntegrationSocial media data integration for video view tracking (counted when video starts playing), engagement metrics, and creator analytics for sponsorship valuation.
• KORE SoftwareflagshipStrategic or Co-development PartnerHookit is now part of KORE - 'The Intelligence Platform' - combining Hookit's sports sponsorship analytics with KORE's broader sports technology platform. This represents a significant strategic integration of Hookit's data capabilities into a larger sports tech ecosystem.
• Two CirclesflagshipOthersHookit is owned and operated by Two Circles, a data-driven sports marketing agency. Two Circles acquired and integrated Hookit into the KORE Intelligence Platform, combining sports marketing expertise with sponsorship analytics technology.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Zoomph: Sports and entertainment sponsorship analytics platform measuring social media value for brands, teams, and athletes. Closest standalone direct competitor to Hookit, with overlapping Sponsorship Value Index and brand-affinity products.
• SponsorUnited: Sports and entertainment sponsorship intelligence, valuation, and marketplace platform. Comparable because it serves the same brand/rights-holder buyer with sponsorship data, deal benchmarks, and partnership analytics.
• KORE Software: Sports intelligence and CRM platform now combined with Hookit under Two Circles. Most direct functional peer — both serve enterprise sports organizations with data, analytics, and partner-management tooling.
• MVPindex: Athlete and influencer valuation and analytics platform. Comparable to Hookit's Hookit Score and athlete-facing products, focused on quantifying social media value for sponsorship matchmaking.
• Blinkfire Analytics: AI-powered sports, esports, and entertainment sponsorship analytics. Comparable to Hookit in serving brands, agencies, and rights holders with valuation and exposure analytics across social and broadcast.
• Two Circles: Data-driven sports marketing agency that owns Hookit and KORE. Operates the same customer base (sports brands, rights holders) with adjacent services; comparable because it directly consumes and extends Hookit's data layer in client engagements.

Emerging players

• Front Office Sports: Sports business media and data platform covering leagues, teams, brands, and deals. Comparable as a sports business intelligence layer for the same customer set, though more focused on news and benchmarking than valuation.
• OpenSponsorship: Athlete sponsorship marketplace connecting brands and athletes. Comparable because it touches the same two-sided sports sponsorship marketplace Hookit enables between brands and athlete profiles.
• CreatorIQ: Enterprise influencer marketing platform with creator analytics, measurement, and attribution. Adjacent peer — overlaps with Hookit on creator/athlete analytics and sponsorship ROI, but serves broader influencer marketing beyond sports.

Broad incumbents

• Nielsen Sports: Global sports measurement business within Nielsen, offering sponsorship and media rights analytics. Broader incumbent in the same space — overlapping capability set but as part of a much wider portfolio of measurement services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hookitcom
• Facebookfacebook.com/hookit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hookit