Relo Metrics, formerly known as GumGum Sports, has announced a strategic partnership with Captify, a leader in real-time audience insights powered by Search Intelligence. This collaboration will enhance Relo Metrics’ AI-powered sponsorship analytics platform by integrating Captify’s Search Lift measurement, offering a comprehensive view of sponsorship performance from awareness to consideration.
The partnership aims to provide brands with tangible, real-time data on how their sponsorship campaigns influence consumer search behavior. By combining Relo Metrics’ sponsorship analytics with Captify’s Search Lift study, brands will now be able to measure changes in consumer awareness, brand affinity, and intent to purchase—directly linking sponsorship efforts to observable shifts in search signals.
Relo Metrics, known for its cutting-edge AI technology, already provides real-time data and analytics to brands, agencies, and sports teams. With the addition of Captify’s capabilities, brands can now track the full buying cycle, from initial awareness to actual outcomes. This integrated solution allows for a more accurate measure of sponsorship performance, going beyond traditional media valuations to include real consumer behavior.
“Understanding how sponsorships drive search interest is crucial for linking media valuation to consumer response,” said Jay Prasad, CEO of Relo Metrics. “This partnership represents a major step forward in the industry, enabling brands to derive greater value from their sponsorship investments.”
The collaboration is expected to be particularly valuable for brands that rely heavily on sports sponsorships for their marketing efforts. The combined data and insights will provide brands with the tools needed to optimize sponsorship performance and enhance ROI.
For more information on the partnership, Relo Metrics will be attending Cannes Lions from June 17-21.