The UnitedHealthcare Pro Cycling Team, owned by Momentum Sports Group LLC, and Socialarc have announced a partnership to value the impact of social media and digital activity for sports sponsorships.
Socialarc will be working with the Momentum Sports Group ‘to deliver a definitive approach to valuing the digital space and to offer a cohesive sponsor dashboard that gives an integrated view of the exposure and impressions value for the UnitedHealthcare Pro Cycling Team.’
From wall posts to tweets and group discussions to videos – social media was made for sports marketing, allowing fans, athletes and sponsors to communicate directly. But developing a definitive approach to valuing social and digital content has been a challenge for sports marketers and sponsors.
“Clearly, sponsors of professional sports teams are beginning to consider the value of social media interactions on their sponsored teams and as well as the impact that the social graph has on their sponsored team’s brand value,” said Gregory Raifman, Chairman and CEO of Momentum Sports Group.
“Determining how to accurately measure that social and digital impact and communicate what it means to a sponsor has been a challenge for many global brands seeking to engage in sports sponsorship programs, and we are pleased to have Socialarc as our partner to help measure that impact for our Team’s sponsors.”
Aaron Mann, CEO of Socialarc, said, “We have extensive social campaign experience and use a rigorous campaign metric and valuation process that allows our clients to accurately value social as part of their overall marketing mix.
“We are applying that same method to the social content generated by the UnitedHealthcare Pro Cycling Team and its riders.”
Mann continued, “Applying a strict ROI-based approach to measuring digital/social will ensure that teams and sponsors are accounting for the impact of social media when calculating sponsorship value.
“Social media has presented enormous opportunities for sports marketers, and Socialarc is thrilled to be working with Momentum Sports Group and the UnitedHealthcare Pro Cycling Team in breaking new ground in sponsorship valuation.”