Harry Kane nets hat-trick and scores for Bournemouth

It is no surprise that brands receive engagement from images posted by rival clubs showing match action. Yet it is surprising when rival clubs contribute to high engagement for sponsors through images from off the pitch. For example, Bournemouth was recently thrashed at home by Tottenham Hotspur thanks largely to Harry Kane’s hat-trick.

Yet the plaudits over Kane’s top form helped boost not only Spurs sponsor AIA and kit supplier Under Armour, but also as Bournemouth sponsor Mansion Group and kit supplier JD Sports, as well as Premier League ball supplier Nike. Whereas tracking sponsor exposure tags will largely miss out on this “rival exposure”, SnapRapid’s deep learning technology can easily track this and the value added.

Kane contributed three of the five goals that gave the Spurs a huge away victory, ending his goal drought in emphatic style. He was awarded with the match ball for his excellent performance, an official image of which was shared by Tottenham across multiple platforms.

Kane was photographed holding the match ball in front of life-size photos of Bournemouth players at the Vitality Stadium. The Bournemouth players loom large behind Kane, with the Mansion’s Group and JD Sports logos clearly visible.  One’s eye is drawn to the Bournemouth players’ shirts despite the focus on a beaming Kane. Furthermore, the Nike logo on the brightly coloured match ball at is much more prominent than the Under Armour logo on Kane’s shirt.

If Bournemouth FC were to track its sponsor exposure by only searching club-related tags, it would have missed an image that–after numerous unofficial repostings–received an engagement score 5,200% higher than the average for its images after the match! Because SnapRapid’s technology does not depend on tracking tags, we were able to identify Nike’s, Mansion Group’s, and JD Sports’ engagement boost courtesy of a rival club.

AIABournemouthenglish premier leagueHarry Kanehat-trickJD SportsMansion GroupNikePremier leagueSpursTottenhamTottenham HotspurUnder Armour

Russell Glenister • 30th October 2015

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