Team Sky Appoints Gumgum For Ocean Rescue Campaign

Team Sky has appointed GumGum Sports to help track and measure the impact of sponsor Sky Ocean Rescue’s return from this year’s Tour de France.

The artificial intelligence (AI)-driven sponsor valuation specialist has been tasked with analysing the digital impact of the environmental campaign, which will feature prominently on Team Sky jerseys at the Tour.

GumGum will measure the value of the campaign by tracking impressions across both owned and third-party social media channels. It will use AI technology to identify on-screen sponsorship assets before applying a proprietary ‘media value percentage’ methodology, which takes account of clarity, prominence and share of voice.

The exercise will enable Sky Ocean Rescue to establish the equivalent advertising value of its Tour de France activity.

Sky Ocean Rescue is Team Sky’s principal partner for the 2018 race, in line with a business-wide commitment to support ocean clean-up by removing all single-use plastic packaging from its operations by 2020.

Riders will also take to the roads in France sporting a #PassOnPlastic message on their kits.

Dave Callan, head of partnerships, Team Sky, said: “As digital media consumption continues to rise, it’s becoming more important for us to investigate the value and impact of our sponsorships across our various media platforms.

“GumGum Sports’ computer vision and AI technology gives us a level of transparency that simply hasn’t been available until now, providing us with a more holistic view of our exposure across our ever-growing social media platforms.

“These insights will be fascinating for us to see and will form another crucial part of measuring the success of our campaign at the Tour de France.”

Sam Grimley, commercial director, GumGum Sports, added: “In today’s omnichannel environment, sponsorships of this kind often generate more value on social media than they do on TV.

“This will be incredibly important insight for the Ocean Rescue campaign as they try to highlight the issue to a global audience of millions.”