The partnership will see the two companies combine efforts to provide clients with a single source for data and valuations for both traditional media as well as social and digital media. They will also provide clients with analysis that aims to optimise brand placement and sponsorship in sport. 

Hookit tracks over 500,000 athletes, teams, leagues, events, federations, venues, brands and media properties. It aggregates content and social engagement metrics from social platforms and a list of major digital properties and platforms. 

It then quantifies the media value for sponsors by combining social media engagement with a content promotion quality score for brands by analysing hashtags, mentions and logos within photos and videos.

“Brands who invest in sport need to be able to understand how their brand placement and sponsorship strategy can be optimised and we are delighted for Kantar Media and Hookit to partner on providing clients in the sport industry with real-time analytics, insights and valuations," said Andy Brown, CEO and chairman of Kantar Media.

"Coupled with Kantar Media’s expertise in advising clients on the need to deploy comparable metrics to measure the effectiveness and efficiency of marketing campaigns, clients will be able to take advantage of the best of Hookit and Kantar Media.”