Relo Metrics has launched its Relo Census dataset on the Snowflake Marketplace, providing brands, agencies, teams, leagues, and media companies with cloud-based access to comprehensive sports sponsorship analytics. This integration empowers stakeholders to leverage data across applications, enhancing sponsorship strategies, fan engagement, and revenue tracking, with tailored features for both sell-side and buy-side users.

Relo Metrics, a pioneer in AI-powered sponsorship analytics, has announced the availability of its complete Relo Census dataset on the Snowflake Marketplace. This launch enables a wide array of stakeholders—from brands and agencies to sports teams, leagues, and media companies—to incorporate Relo’s sophisticated sports sponsorship data across their own analytics environments in the cloud, allowing for strategic, data-driven decisions in real-time and on a larger scale than ever before.

By offering direct access to sponsorship performance data for major sports leagues including the NFL, NHL, MLB, MLS, WNBA, and NBA, Relo Metrics enables stakeholders across the sports ecosystem to effectively harness data insights in the cloud and refine sponsorship strategies based on concrete performance metrics. This new solution enhances flexibility, offering brands and media owners a pathway to integrate Relo’s comprehensive analytics into various business intelligence tools.

Key highlights of the expanded offering

Relo Census Data in the Cloud: Available on Snowflake Marketplace, the Relo Census dataset allows users to bring sponsorship data into their own analytics workflows. This capability empowers teams, leagues, brands, agencies, and media companies to gain real-time insights and make data-driven decisions across different environments, far beyond the Relo Metrics platform.

For Teams and Leagues (Sell-Side)
Teams and leagues stand to gain substantial advantages through the dataset’s integration. Fan 360 and Revenue 360, two key features of this dataset, are designed to enhance the monetization and valuation of fan engagement and sponsorships.

• Fan 360: By combining Relo Census data with first-party data, teams and leagues can create a more comprehensive view of fan interactions. This capability enables them to correlate sponsorship exposure with fan engagement, optimising marketing strategies and sponsorship value through enhanced fan data.
• Revenue 360: Teams and leagues can further benefit from Revenue 360, a model that enables them to track the impact of sponsorship on financial performance. With this feature, organisations can correlate sponsorship data with revenue performance, allowing them to refine pricing strategies, asset valuation, and returns on sponsorship investment across their business models.

For TV Programmers and Streamers (Sell-Side)
TV programmers and streaming platforms can also take advantage of Relo Census data, using it within Snowflake clean rooms to unify their data across consumer touchpoints. This integration allows them to create a complete view of sponsorship integrations across live broadcasts, shoulder programming, events, and commercials. The holistic dataset helps these platforms gauge the impact of commercials and sponsorships on audience engagement and revenue, supporting more efficient cross-platform content strategies.

For Brands and Agencies (Buy-Side)
Brands and agencies now have the opportunity to integrate Relo Census data within their broader advertising and business analytics frameworks. By incorporating this data into Marketing Mix Modeling (MMM) and attribution analysis, brands can measure the impact of their sponsorships on key business outcomes, such as sales and brand lift. This functionality enhances the relevance of sports sponsorships within today’s multi-channel marketing strategies.

Industry leaders weigh in

Jay Prasad, CEO of Relo Metrics, emphasised the strategic significance of this offering, stating, “We are excited to expand our partnership with Snowflake and launch the complete Relo Census dataset, which now empowers both sell-side and buy-side stakeholders to drive more strategic decisions. Teams and leagues can enhance their Fan 360 and Revenue 360 initiatives, media companies can manage cross-platform integrations, and brands can measure true business outcomes through advanced advertising workflows. This is a significant leap forward for the sports sponsorship industry, we will be adding more sports and more international leagues each quarter.”

Michelene Rabbit, Snowflake’s Industry Principal for Sports & Music, commented on the potential impact of the Relo Census dataset for Snowflake’s customers: “The addition of Relo Metrics' Relo Census dataset to the Snowflake Marketplace offers Snowflake sports ecosystem customers an exciting new opportunity to increase the value and impact of sports marketing investments on both the sell side for rights holders and on the buy side for brands and agencies. By offering this comprehensive dataset on our platform, we're enabling organisations across the sports ecosystem to leverage cloud-based data integration and sponsorship opportunity analysis more effectively. Driving value for sports customers is a key priority for Snowflake, and we are excited to continue to grow our Marketplace offering to further meet the needs and opportunities specific to the sports vertical.”

About Relo Metrics

Relo Metrics is an AI-powered sponsorship analytics platform that empowers brands to optimise their sponsorship investments and supports teams and leagues with actionable insights for revenue retention and growth. The company tracks sponsor exposure across live broadcasts, social media, and streaming platforms, delivering insights in a seamless, single-solution platform.