Give sponsors the right impression, ignore impression value. Sports rights holders are applying old TV valuation models to social media, should they?

I’ve been involved in sport sponsorship for a couple of years now with SnapRapid and we’ve tracked and analysed sponsor value though social media for some of the top sports brands in the space – rights holders that understand the value of social media exposure to their brand, their sponsor partners and their fans. Embed…

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Celebrity endorsement and the misuse of influence

Russell Glenister, SnapRapid founder & CEO Celebrities have been endorsing products more or less as long as there have been celebrities. And now, as social media challenges the established marketing order and shakes advertising by the throat, we appear to be entering a Golden Age of celebrity influence over consumers. Back in the day it…

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Rio 2016: After Team GB’s gold rush, the case for social elevation

After the Rio gold rush, Team GB’s athletes have returned to face a different sort of challenge. While success may well breed success, the law of supply and demand means that British medal-winning athletes, who might have expected their podium moments to open the door to myriad sponsorship deals, have a new battle to win…

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Adidas get socially smart with #Pogback: But are they as savvy with the data?

Russell Glenister, SnapRapid founder & CEO Somebody once said that news is what you don’t want anybody else to know….and that the rest is advertising. I say someone because it’s a quotation which has been attributed to a whole bunch of different people including George Orwell and William Randolph Hearst. But, irrespective of its origins,…

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SECOND SCREEN SOCIAL NETWORKS HOMING IN ON BROADCASTERS FOR FIRST SCREEN SPORTS RIGHTS

Russell Glenister, SnapRapid founder & CEO As the countdown to a new football season continues and Ferrari dealers and agents around Europe open another bottle of Cristal to celebrate the latest $multi-million transfer, it’s worth thinking about where all the money is coming from and asking how long this business model can last in its…

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Has Sport Sponsorship reached its nadir?

Russell Glenister, SnapRapid founder & CEO The right time to sell Ten years ago I sold my content business, image100, to Corbis, a company then owned by Bill Gates. I decided to sell not only because the price was right – we had two major companies interested – but because I believed the market had…

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TRACKING SPONSORED VEST PATCHES SHOWS SIX TEAMS IN NBA PLAY-OFFS WOULD HAVE DELIVERED $55M SPONSOR VALUE, OVER 40 GAMES

“Our analysis, carried out using the only technology capable of delivering such granularity and accuracy, shows that if social media is not taken into consideration vest sponsor deals may be significantly undervalued. As NBA teams begin to finalise their deals for 2017 they need to be aware of this.” Six of the teams contesting the…

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Put your shirt on | NBA shirt sponsorship potential value

IT HAS BEEN A year of firsts for the NBA’s Philadelphia 76ers and StubHub. In February the online ticket exchange, an established operator in secondary ticketing, made its first major move into the primary ticketing marketplace through a partnership with the basketball franchise. In May the two parties took the relationship to another level. Scott…

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ROLAND GARROS SPONSORS GENERATE $15m VALUE FROM SOCIAL MEDIA EXPOSURE BUT FAIL TO CAPITALISE ON LARGER SOCIAL OPPORTUNITY

LONDON: 27th June, 2016 – This year’s French Open Tennis Championship at Roland Garros generated over $15 million of value for sponsors on social media channels according to research carried out by London-based image and video tracking and analytics company SnapRapid. SnapRapid tracked and evaluated sponsor brand exposure in videos and still images across 11…

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PREMIER LEAGUE CLUBS SET FOR NEW REVENUE BOOST AS BREAKTHROUGH ANALYTICS CONFIRMS £187M SOCIAL MEDIA SHIRT SPONSOR VALUE

New technology demonstrates sponsors currently underpay because social and digital is not measured or valued. Manchester Utd top social media shirt sponsorship valuation league at £36.8million Leicester City deliver 15 x sponsorship fee for shirt sponsors in social media exposure value alone – league table below. Ability to accurately measure and value social and digital…

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