About Us

$150B+ is spent on sports sponsorship & activation,
which is not measured like any other form of marketing.


Hookit built the first and most powerful Sponsorship Analytics and Valuation Platform™
to quantify and track the value and performance of sports sponsorships in social and digital media.

Why We Exist


We help brands maximize sponsorship investments, identify new partnership opportunities, and empower influencers and sports properties to prove and increase their value to sponsors.

As content consumption migrates from TV to digital, a vast amount of sponsorship value goes unmeasured. Our mission is to improve global sponsorship effectiveness by providing the most comprehensive, trusted source of intelligent data.

How We Do It


As social & digital media have the most in-depth data ever available, we use these media platforms as a proxy for overall sponsorship value. We analyze overall engagement on brands, influencers, and sports properties, including mentions, hashtags, and brand logos using image recognition tools within videos and images. Hookit’s Valuation Model (HVM) was awarded the 2016 Digital Marketing Association’s Innovation Award for Valuation and Attribution.

Our Story


Hookit was born as a sponsorship technology platform. In 2001, the goal was to connect brands with the best amateur athletes. As the internet and social media developed and evolved over the past two decades, so has Hookit. Now, we are the leading AI powered spontech platform. Hookit exists to help brands measure and optimize their sponsorship portfolio.

Sponsorship is the final frontier of marketing spend that isn’t measured using technology and we are here to change that and help brands evolve the way they think about that part of their marketing budget. Our focus is on social and digital media because it provides the deepest data available which can be turned into insights and used as a proxy for all sponsorship activation. As new platforms, influencers, events, and athletes rise, Hookit remains at the forefront of smart sponsorship.

Our Executive Team

We are a growing group of 80+ sports & technology experts focused on our customers’ needs and solving those needs with reliable, easy to use tools.

Scott Tilton

Scott Tilton

Co-founder / CEO

Co-founder / former competitive athlete with 30+ years of experience in the sports industry

RJ Kraus

RJ Kraus

Co-founder / Chief Product Officer

Former competitive athlete with 30+ years of experience in sports industry & 20+ years building software products

Sam Simkin

Sam Simkin

Chief Financial Officer

Operationally-oriented CFO with extensive experience in rapid growth environments

Join Our Team

“We are using the Hookit data to make smarter decisions about who to sponsor, what content to push, and when to push it in order to maximize the ROI of our sponsorship investments.”

Ryan Lauder, Director of Consumer Engagement, TaylorMade Golf Company

“Hookit has more than paid for itself, providing several key insights that have helped inform our Global Sports Marketing strategy.”

Ray Hilvert, VP Sports Marketing, New Balance

“Even if I had $1 million to spend, I would still have to make choices about where to put it. Having this type of data at this level really helps to make those decisions.”

Carrie Woodward, Global Partnerships Dir., Michelin

“Vans uses Hookit to capture the true value of how social works for each of our athletes and events. For the first time, Vans can measure and prove ROI on our events and athletes on social media.”

Bobby Gascon, Dir. Global Marketing / Action Sports, Vans

What’s New

Infographic: NHL 2021 Midseason Sponsorship Update

Like the NBA, the NHL has seen a decline in fan engagement on social media posts by athletes, teams, and the league in the 2021 season compared to the previous season before COVID stopped play. Hockey players have been less active on social this season as well, with...

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Trusted by leading brands across industries

We work with brands and rights holders across all major sports and esports: