Relo Metrics (formerly GumGum Sports), the AI-powered sponsorship analytics platform for real-time data decisions, has announced a strategic partnership with the British Basketball League. As the League’s Official Brand Valuation Partner, Relo Metrics provides the League with real-time social media and broadcast sponsorship analytics until the end of the 2023/24 season to drive its commercial growth.

Insights gathered from Relo Metrics’ advanced platform will help the League drive commercial revenue and optimise growth opportunities. This will deliver a range of innovations in how sports analytics can influence the effectiveness of sponsorship revenue across the League and enable the organisation to scale to a global audience.

“The League is a highly innovative sports organisation, demonstrated by its progressive global broadcast strategy, in addition to the adoption of the Relo Metrics platform,” commented Rory Rigney, Commercial Director, EMEA. “We look forward to working with them this season to drive the levels of performance insight which will enable them and their brand partners to secure maximum value from their sponsorship spend.”

British Basketball League Chief Executive Officer, Aaron Radin, added: “We’re excited to partner with Relo Metrics because it will allow us to understand the value we are offering our partners across our linear and digital broadcasts, as well as our social media platforms. This information will allow us to further optimise our content output and provide additional benefits for our current and future partners.”