GumGum launches Sports Media, turning verified sponsor logo views into ad audiences

September 14, 2026 · ppc.land

Nine U.S. leagues, from the NFL and NBA to F1 and NCAA Football, are covered by GumGum Sports Media, a suite the company introduced on September 9, 2026. The product pairs sponsorship measurement from Relo Metrics, a GumGum division, with household viewership data from VideoAmp, matching verified logo exposure on a broadcast to the households that were watching it. Inside the suite, Replay re-engages fans confirmed to have seen a brand's placement live, Counterplay lets a brand target fans who saw a competitor's logo, and Sports Audiences draws on VideoAmp's VXA tool to reach fans of specific leagues and teams. GumGum Sports Media runs across web, connected television and online video in the United States, open to league, team and athlete sponsors as well as brands without a formal sponsorship.

Proxies for logo visibility, gross rating points and modeled reach estimates have stood in for proof since sports sponsorship spending climbed toward the $67.56 billion GumGum cited for 2024. Sponsorship deals booked against a jersey patch or a broadcast overlay can now carry a retargeting plan built from the households actually exposed to that placement, extending a linear sponsorship into connected television and online video campaigns. The announcement leaves the size of any single broadcast's verified-exposure pool unstated, so buyers evaluating the suite should ask each league or team partner how large that audience actually is before budgeting against it.