GumGum Sports has announced a new partnership with Scottish rugby team Glasgow Warriors, that will see the sports AI company track and capture data on the club's sponsorship partners across broadcast and social media.

GumGum works by determining a media valued based on impressions across both broadcasted games and social media measured against equivalent advertising costs, accounts for exposure from all content creators, not just channels owned by Glasgow Warriors, and will assign value to every related post that's uploaded.

By searching social platforms, including facebook, twitter, instagram and youtube, alongside televised broadcasts, the technology is able to quantify these impressions against a Media Value Percentage, a methodology which accounts for a number of factors including: clarity, prominence and share of voice

Sam Grimley, commercial director of GumGum Sports, says: "It's more important than ever for rights holders to take into account the value of their sponsorships beyond just traditional broadcast."

"The way in which fans consume Rugby is rapidly changing, meaning the way in which clubs measure and monetise their sponsorship offering requires a new approach. It's an exciting time for the sport and we're looking forward to helping Glasgow Warriors better understand the full value and digital impact of their content."

Nathan Bombrys, managing director of Glasgow Warriors, says: "We are always looking to innovate and we believe this exciting partnership with GumGum Sports will help us to better understand how to deliver even more value to our commercial partners through their association with Glasgow Warriors."