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# GumGum turns sports sponsorship exposure into addressable ad audiences
- URL: https://www.medianexis.com/gumgum-turns-sports-sponsorship-exposure-into-addressable-ad-audiences/
- Published: 2026-09-11T00:19:22.000Z
- Updated: 2026-09-11T00:19:22.000Z
- Description: GumGum launched GumGum Sports Media, a suite that uses Relo Metrics to detect when a brand’s sponsorship appears during a live broadcast and VideoAmp’s household viewership data to identify who actually saw it.
- Author: Fabric.Media Editorial
- Tags: Measurement, Irina Katsnelson, GumGum launches Sports Media addressable sponsorship

**Why it matters.** Sponsors gain a way to prove and extend sponsorship ROI with household-level exposure data instead of relying on modeled or inferred fandom.

*Signal from* [*adweek.com*](https://adweek.com/?ref=medianexis.com) *·* [*Irina Katsnelson*](https://www.medianexis.com/tag/by-irina-katsnelson/) *·* [*read the original*](https://www.adweek.com/adweek-wire/gumgum-launches-sports-media-turning-sponsorship-exposure-into-addressable-audiences/?ref=medianexis.com)*.*