Relo Metrics adds NWSL sponsorship insights to its data suite

The GIST: Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league. Knowledge is power.

The details: The brand uses Relo Census to track the exposure of in-arena signage and branding across linear and digital broadcasts as well as social media posts. Based on the estimated viewership and engagement with this branding, Relo calculates a sponsor media value (SMV).

• According to the platform, prominent NWSL sponsor Ally leads the way with over $200K in SMV this season, followed by Nike at around $150K. Nationwide, CarMax, and CPKC (the sponsor of the KC Current’s famous, purpose-built stadium) round out the top five.

The why: Adding the NWSL to its metrics proves there’s a demand for knowledge about sponsorship values in the NWSL. With this, the league can accurately assess how much partnerships should be worth and price packages accordingly, while brands will see value in advertising through the league.

• This adds to the NWSL’s existing enticing offerings for sponsors: The NWSL leads women’s sports leagues in partnership growth (19% YoY) and has a record number of sponsors this season. Plus, invested brands like Ally, drove viewership up 71% after pushing networks to air NWSL games in primetime slots — which also boosted Ally’s SMV.

Zooming out: Beyond the NWSL, Relo can market this to other pro women’s leagues that want to prove their value in real time. A startup like LOVB that’s garnering extensive interest from sponsors could benefit from sharing how much brands get out of activating in women’s volleyball.

• Another ideal addition would be the PWHL, which signed a historic number of sponsors in its first season and benefits from cross-border brand interest. Relo’s insights could show Canadian brands exactly how much U.S. exposure they get when they link up with the league. Smart, eh?