News

US Ski Team deploys Hookit to measure earned social media value



U.S. Ski and Snowboard Association selects Hookit as the official multimedia valuation solution for National Governing Body’s events, athletes and partner brands.


Solana Beach, CA (June 14, 2016) – Hookit, a data-driven sponsorship intelligence platform, has partnered with the U.S. Ski and Snowboard Association (USSA), the national governing body of Olympic skiing and snowboarding, and the parent organization of the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing and the owners of the U.S. Grand Prix, the #1 winter action sports series in the World.

Hookit is now USSA’s official platform for digital and social media measurement, analytics, engagement and sponsorship valuation across the complete array of competitive events that will qualify U.S. skiing and snowboarding athletes for the 2018 PyeongChang Winter Games in South Korea.

“Digital media is an influential tool in telling the story of athletes preparing for the Winter Olympics. We chose to align our brand with Hookit’s innovative digital, social and streaming media measurement solutions to help us quantify the ever increasing value of our athletes and event communications in the digital and social media space” said Michael Jaquet, USSA’s chief marketing officer.” We found that Hookit’s robust methodology does the best job of showing our partners the full scope of the sizable and unique value exchanged between athletes, fans, and brands beyond our domestic and international broadcast operations.”

Hookit Valuation Methodology (HVM) offers individuals, brands, agencies, teams, events, leagues and federations a superior and more exacting solution to accurately track and measure the ¬value and performance of sponsorships across the physical, digital and social media landscapes. The HVM platform enables USSA to track and understand the value driven by analyzing overall digital engagement, logo placement within photos and videos shared, interactions, mentions, hashtags and more.

“The USSA has a proven track record of athletic success and was a perfect first Olympic governing body partnership for Hookit. Our Valuation Methodology (HVM) is at the core of our relationship with USSA through 2018” said Carl Thomas, Chief Revenue and Business Development Officer of Hookit. “We are providing USSA with the industry’s most complete and multi-dimensional data offerings including live feed content dashboards, athlete leader boards, event reports, and brand reports all of which represent engagement-based valuations of earned-media content.”

The explosive growth of sports content available outside of traditional broadcast and cable networks requires new and disruptive methods to track consumption on what is widely known as “second screen” distribution. This content is delivered via smartphones, tablet, desktop and laptop computers as well as streaming media devices like Apple TV, Roku, Xbox, Chromecast and smart TV applications.

For the first time ever, there is a measurable solution that assigns tangible value around influencer driven consumer engagement and brand promotion in previously unmeasured channels of distribution. Hookit’s platform sets a truly innovative benchmark for brands and their agencies to be able to derive ROI, while calculating a market-based earned media value for their exposure and activations.

About Hookit
Based in San Diego, CA., Hookit offers the most comprehensive and exacting data analytics platform for establishing and tracking the value of individuals/athletes, teams and events across the sports and entertainment industries. Through its proprietary platform and Hookit Valuation Methodology (HVM), Hookit brings athletes, teams, brands, agencies, events, leagues and federations together in mutually beneficial partnerships. Hookit’s blue-chip client roster includes Go Pro, Monster Energy, IMG, Toyota, U.S. Ski and Snowboard Association and NBC Sports. For more information, visit www.hookit.com.

About USSA
The U.S. Ski and Snowboard Association (USSA) is the national governing body of Olympic skiing and snowboarding. The USSA provides leadership and direction for tens of thousands of young skiers and snowboarders, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers and fans, the USSA is committed to the progression of its sports and athlete success.

Contact
Hookit
Fran Richards
Senior Vice President, Marketing
619.851.7873
fran@hookit.com