Relo Metrics

What Relo Metrics does

Relo Metrics is an AI-powered sponsorship analytics platform that quantifies the media value of brand exposures across broadcast, streaming, social media, and in-venue sports content. Its core technology is a proprietary computer vision and machine learning system, protected by seven issued U.S. patents plus international patents in Australia and Europe, that detects and tracks sponsor logos and signage in real time and assigns media value at the placement level. The product portfolio centers on Relo Edge, a measurement and optimization platform, and Relo Census, a census-level dataset covering all five major U.S. leagues plus international properties, with an In-Venue Analysis add-on for stadium-side assets and a Total Sports Performance joint product with VideoAmp for unified sponsorship-plus-advertising reach measurement.

The company sells primarily through enterprise SaaS subscriptions on a quote-based annual contract model, complemented by transactional data monetization via the Snowflake Marketplace and an open API, plus strategic consulting services. Customers span four segments: brands (e.g., Stanley Black & Decker), rights holders including NFL, NBA, WNBA, NHL, and MLS teams plus the NWSL, agencies (Optimum Sports, Cossette Media), and media companies (Univision, Snowflake, VideoAmp). Distribution combines direct field sales across Los Angeles, New York, London, and Tokyo with platform partnerships, notably WPP Media's Sports practice.

Relo Metrics operates as a wholly-owned subsidiary of GumGum, Inc., having been spun off from GumGum Sports in May 2021. With 51-100 employees and coverage of 51% of North American rights holders and 55% of tier one and tier two North American leagues, the company is in a controlled scale-up phase, evidenced by 2024-2025 expansion into college sports (Power Four), Formula One, the NWSL, and a Japan/APAC launch.

Name

Relo Metrics

Legal name

GumGum, Inc.

Website

https://relometrics.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Relo Metrics is an AI-powered sponsorship analytics platform that uses proprietary computer vision to measure and value brand exposures across broadcast, streaming, social, and in-venue sports content. It serves brands, sports leagues and teams, agencies, and media companies through its Relo Edge platform and Relo Census dataset.

Ownership category

akta.pro rank

Product category

Sponsorship Analytics Software

NAICS

Media Representatives (541840), Media Buying Agencies (54183)

SIC

Services-Advertising (7310)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Sponsorship analytics
• Sports marketing measurement
• Computer vision AI
• Sponsor media valuation
• Rights holder analytics

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Subscription-based access to Relo Edge platform and Relo Census dataset. Customers pay for access to measurement tools, analytics dashboards, and benchmarking capabilities. Pricing likely varies by league coverage, data granularity, and feature tiers.
2. Snowflake Marketplace Data Sales: Relo Census data available on Snowflake Marketplace enabling customers to query, analyze, and integrate sponsorship performance data into their own analytics environments. Transactional data monetization model in addition to platform subscriptions.
3. Strategic Consulting Services: Consulting services providing strategic insights and actionable solutions for sponsorship optimization. Unlock powerful insights with Relo Metrics' consulting services for strategic advantages.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Relo Metrics sells an AI-powered sponsorship analytics platform that uses proprietary computer vision to detect, track, and value brand logos and signage across broadcast, streaming, social media, and in-venue channels in near real-time. Its commercial offerings include the Relo Edge measurement platform, the Relo Census sponsorship dataset, In-Venue Analysis for stadium assets, Strategic Services consulting, and the joint Total Sports Performance solution with VideoAmp. Customers include brands, sports rights holders, agencies, and media companies who subscribe for data, dashboards, and benchmarking capabilities.

Product overview

Relo Metrics offers an AI-powered sponsorship analytics platform combining comprehensive omni-channel software with a robust currency-grade dataset. The core portfolio consists of Relo Edge (flagship measurement platform formerly Media Value Center) and Relo Census (comprehensive near real-time dataset), which work together to transform sponsorship exposure data into actionable insights. Additional offerings include In-Venue Analysis for stadium asset measurement and Strategic Services for consulting support. The platform differentiates through proprietary computer vision AI that tracks sponsor exposure across broadcast, streaming, social media, and in-venue channels. Joint products include Total Sports Performance with VideoAmp for unified sponsorship and advertising measurement.

Differentiator

Problem solved

Functional benefit

Brands

• Relo Edge: Flagship sponsorship measurement platform for measuring, evaluating, and optimizing sponsorship performance with precision.
• Relo Census

Products and services

• Relo Edge Flagship AI-powered sponsorship measurement platform enabling brands, rights holders, agencies, and media companies to measure, evaluate, and optimize sponsorship investments with placement-level precision across broadcast, streaming, social, and in-venue channels.
• Relo Census Comprehensive, granular, near real-time census-level sports sponsorship dataset covering every team, brand, and placement across major leagues worldwide, available via software interface, API, and Snowflake Marketplace.
• In-Venue Analysis In-venue measurement solution providing comprehensive valuation of sponsorship assets visible to fans in stadiums and arenas (field-level signage, rotational LEDs, scoreboards) for over 103.6 million people attending live games in the US per year.
• Strategic Services Consulting services providing strategic insights and actionable solutions for sponsorship optimization, benchmarking, and stakeholder communication, delivered by an insights and strategic services team.
• Total Sports Performance Next-generation joint measurement and attribution solution with VideoAmp that delivers unified audience measurement combining TV ad exposures with sponsorship visibility for deduplicated household-level reach metrics across live sports environments.

Quantifiable outcome

• AZ Alkmaar achieved 125% of partnership ROI goals using Relo Metrics
• +5 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability9 records

Feature10 records

Partnerships

13 partnerships are on record, tiered core and minor.

• NVIDIAcoreTechnology or Integration · 28 August 2025Enhanced AI with NVIDIA's latest multimodal technologies ensuring even higher accuracy and processing speed across complex video environments - whether on TV, streaming platforms, or social media. Part of Relo's technology infrastructure for Japan launch.
• National Women's Soccer League (NWSL)coreTechnology or Integration · 22 April 2025NWSL added to Relo Census flagship product bringing always-on sponsorship tracking across linear, social, and streaming media to one of the fastest-growing leagues in sports. Supports 19% YoY increase in sponsorship deals - highest of any women's league.
• MeltwatercoreStrategic or Co-development Partner · 3 February 2025Partnership combines Relo's AI-powered sponsorship analytics with Meltwater's media intelligence solutions. Unlocks insights on sponsorship performance including media values and impressions across digital landscape including websites, news, and social media. Targets rights holders, brands, agencies, and media companies.
• NCAA/Power Four ConferencescoreTechnology or Integration · 10 September 2024Relo adding entire sponsorship data set covering Power Four conferences (Big Ten, Big 12, ACC, SEC) to Relo Census. Coverage across college football sponsorships as NCAA approved commercial sponsor advertisements for regular-season games.
• Publicis Sports & Entertainment and NBC SportsminorGTM or Marketing Partner · 19 June 2024Relo participates in Front Office Sports 'Future of Sports' event hosted in partnership with Publicis Sports and NBC Sports at Cannes Lions.
• WPP MediacoreGTM or Marketing Partner · 17 June 2024WPP Media partnering with GumGum and Relo Metrics for its new WPP Media Sports practice. WPP will leverage Relo data and measurement tools as sports advertising dollars grow ahead of major events including Winter Olympics and World Cup.
• Stagwell (Sport Beach)minorGTM or Marketing Partner · 17 June 2024Relo Metrics sponsors Sport Beach at Cannes Lions festival hosted by Stagwell. Major presence at 52 Bd de la Croisette, Cannes with panel sessions and demos.
• CaptifyminorStrategic or Co-development Partner · 11 June 2024Partnership connects Relo Metrics' sponsorship performance data with Captify's Search Lift measurement. Enables brands to understand impact of sponsorship investment based on measurable changes in consumer search behavior - linking media valuation to observable outcomes.
• Reading FCminorChannel Partner/ Reseller/ Distributor · 11 January 2024First official UK partnership. Reading FC leverages Relo's advanced analytics platform for sponsorship insights and data. Relo enjoys heightened visibility and branding opportunities across Reading FC's sponsorship assets in-stadium and digital.
• SponsorPulsecoreStrategic or Co-development Partner · 18 October 2023Strategic partnership combining SponsorPulse consumer research with Relo's exposure valuation data. Created 'Asset Impact Scores' - unique metric measuring recall, annoyance, action, purchase, and favorability of NHL sponsorship assets based on fan surveys.
• SnowflakecoreTechnology or Integration · 6 September 2023Relo Census dataset available on Snowflake Marketplace. Customers can query, analyze, and identify actionable insights with brand exposure data across the football season. Enables data integration within Snowflake clean rooms and connection to customer business metrics.
• VideoAmpcoreTechnology or Integration · 14 August 2023Integration of VideoAmp's industry-leading viewership data (39M households, 63M devices) into Relo Metrics' platform. Combines sponsorship detection with household-level reach metrics. Expanded in 2025 with 'Total Sports Performance' joint product enabling unified measurement across sponsorships and advertising in live sports.
• Women's Football CollabminorStrategic or Co-development Partner · 2 March 2023Initiative with twelve elite English and Scottish women's football teams (WSL, SWPL, Championship, National League) providing free social media sponsorship analytics and workshops. Designed to maximize sponsorship value following Lionesses' EURO 2022 triumph.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Nielsen is the dominant incumbent in media and advertising measurement with established sports sponsorship capabilities and global brand relationships. Relo competes head-to-head with Nielsen's sports marketing effectiveness offerings while Relo's CRO (Paul Shortley) was hired directly from Nielsen.
• iSpot.tv: iSpot.tv measures TV ad performance in real-time using ACR (automatic content recognition) technology and household-level data. As a broader ad measurement incumbent, it competes with Relo for brand attribution budgets and was reportedly pursued as a strategic partner/acquirer by Nielsen.
• Kantar: Kantar is a global leader in brand and advertising measurement, providing sponsorship evaluation, brand equity tracking, and media effectiveness analytics. Its sponsorship division competes with Relo's brand-facing measurement solutions for Fortune 500 marketing budgets.
• Stats Perform: Stats Perform (Opta) is the dominant sports data provider for performance analytics, betting, and media. While primarily focused on sports performance data, it competes for sports industry data budgets and could expand into sponsorship measurement as a logical adjacent market.

Direct peers

• Blinkfire Analytics: Blinkfire Analytics provides AI-powered sponsorship analytics across sports, including sponsorship valuation, social media exposure, and audience engagement metrics. It directly competes with Relo Metrics by offering brands and rights holders real-time valuation of sponsorship assets.
• Hookit: Hookit measures sponsorship ROI and athlete marketing analytics for brands, teams, and leagues using AI to track media value across digital platforms. It serves a similar customer base of brands, agencies, and rights holders with overlapping sponsorship measurement use cases.
• Zoomph: Zoomph provides sponsorship analytics and social media valuation tools for sports organizations, brands, and agencies. It focuses on quantifying media value and audience engagement from sponsorships, competing directly with Relo's social and broadcast measurement capabilities.
• SponsorUnited: SponsorUnited is a sponsorship marketplace and intelligence platform connecting brands with sports and entertainment sponsorship opportunities. It competes by providing sponsorship deal data and partnership insights, overlapping with Relo's agency and brand use cases.

Emerging players

• Catapult Sports: Catapult provides athlete tracking and performance analytics for professional sports teams. While not a direct sponsorship measurement competitor, it operates in the sports data ecosystem and could expand into commercial valuation given its existing team relationships.
• OpenSponsorship: OpenSponsorship is a marketplace connecting brands with athletes for endorsement deals, focused on NIL and individual athlete sponsorships. It addresses adjacent needs in sponsorship discovery and measurement but at the individual athlete level rather than property-level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/relometrics
• Facebookfacebook.com/relometrics
• LinkedInlinkedin.com/company/relo-metrics
• Instagraminstagram.com/relometrics

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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 Relo Metrics