Relo Metrics and VideoAmp have unveiled Total Sports Performance, a cutting-edge measurement and attribution solution tailored for the sports media sector. The launch took place at Cannes Lions 2025, held at the VideoAmp Penthouse. In a landscape where marketers seek clarity amidst diverse media investments, Total Sports Performance offers a unique perspective by providing a unified view of audience exposure and business outcomes in live sports settings through advanced big data analytics.
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Addressing the historical challenge of fragmented measurement in sports, Total Sports Performance integrates real-time detection data from Relo’s computer vision AI models with VideoAmp’s VALID identity graph and TV viewership data. This collaboration aims to offer stakeholders a comprehensive understanding of audience reach and investment value across various media platforms.
CEO of Relo Metrics, Jay Prasad, emphasized the significance of this solution in bridging the gap between advertising, content, and sponsorship measurement, enabling stakeholders to gauge the true return on investment. By providing currency-grade insights, Total Sports Performance equips brands, media companies, and rights holders with a deeper understanding of their audience reach and engagement across all screens, from live play to commercial breaks.
The Total Sports Performance solution boasts several key advantages, including unified reach measurement, real-time sponsorship detection, audience mapping, and outcome-driven measurement. By combining TV ad exposures with sponsorship visibility and leveraging advanced audience mapping capabilities, the solution enables brands to connect sponsorship exposure to tangible business results, such as search intent, app installs, and sales.
Josh Hudgins, chief product officer at VideoAmp, hailed Total Sports Performance as a significant advancement in media measurement, emphasizing the importance of connecting exposure to outcomes in a holistic manner. The collaboration between Relo Metrics and VideoAmp aims to provide brands with a comprehensive understanding of their total audience, empowering them to make data-driven decisions.
The application of Total Sports Performance extends beyond brands to agencies, media companies, and leagues, offering tailored benefits to each segment of the sports marketing ecosystem. For brands, the solution enables strategic refinement and performance benchmarking, while agencies can integrate sponsorships and ads into their planning workflows. Media companies stand to gain insights for optimizing content performance, and leagues can enhance audience profiles and maximize inventory monetization.
As the media landscape continues to evolve, the need for comprehensive measurement frameworks becomes increasingly critical. Brian Lin, SVP of Product Management at TelevisaUnivision, highlighted the importance of unifying sponsorship and ad data to create a more equitable marketplace for stakeholders. Total Sports Performance is set to revolutionize sports marketing by providing a new standard for success and performance evaluation.
Following successful trials with global brands, Total Sports Performance will soon be available through Relo Metrics and VideoAmp platforms. The solution’s launch at Cannes Lions has sparked discussions among industry experts, signaling a pivotal shift towards more effective and data-driven sports marketing strategies.
According to Jay Prasad, Total Sports Performance is not merely a new metric but a transformative playbook that will redefine success in sports marketing, setting a new industry standard for audience measurement and performance evaluation.
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