How to Measure Sports Marketing: Jay Prasad, CEO of Relo Metrics

Описание: It used to be that sports sponsorships were a "nice to have". They were a way to use up the last part of a marketing budget after all the ad buys were completed. Find out what the CEO’s favorite sport is, buy some signage, get some tickets and call it a day.


Not any more. Sports are one of the last places that capture our extremely fragmented attention, so sponsorships have become far more important to marketers. Rights holders know this, so the cost of partnering with sports has exploded. Take F1: the cost to sponsor a team has doubled in just the last 5 years.


So as the costs have gone up, so has the pressure on marketers. In this data driven world, responding to questions about measuring effectiveness just can’t be met with “well, it’s hard…” Marketers need to have an answer.


And more often than not, that answer can be found with Jay Prasad (  / jayprasad  ) , the CEO of Relo Metrics (https://relometrics.com/) .


Relo Metrics is a leader in measuring and evaluating the effectiveness of sports sponsorships. An early adopter of artificial intelligence, Relo has been providing marketers with essential insights into how their sports investments are performing for over a decade.


Jay has been around data analytics and online video since, well, there has been online video. That depth of experience has he and Relo ready to continue their hockey stick growth in the coming years. In our conversation, we talk about his arrival at Relo, what he’s hearing from marketers about sponsorship measurement, his advice on using their data to improve performance, and (perhaps most importantly), what the future holds as generative AI produces an overwhelming new set of capabilities.