DataPOWA, the sports analytics company established by former FastWeb Media CEO and Carling Sponsorship Director, Mike Flynn, has launched what it describes as the “world’s first real-time sponsorship evaluation engine.”
Retailing at under £3k per annum, the POWA Index aims to be the most accessible sponsorship evaluation tool on the market.
The tool can be used to run up-to-the minute reports, provide comparisons across the market and create personalised dashboards. It works by crawling “trillions” of online and off-line data-points – across data-sets including Facebook, YouTube, broadcast information and even the weather.
The POWA Index is aimed at all sides of the market and is already being used by Molson Coors, and the Golden State Warriors.
DataPOWA is also making the POWA Index free to universities in order to support the next generation of sport industry talent.
Commenting on the launch, DataPOWA CEO and POWA Index Commissioner Mike Flynn, said: “Use of data in sport has always fascinated me since my days as Carling Sponsorship Director when I helped to launch the Opta Index. The availability of statistics revolutionised sport on the field and it is in the process of doing the same off it.
“Now, by using machine learning techniques, the POWA Index is able to make detailed information about sponsorship performance available at the fingertips of every executive in the sports industry.
“By automating some of the desk research our sponsorship scout can help our users focus their expertise on developing winning, big picture, strategies. And the whole sports-rights market --from Manchester Utd to Macclesfield Town -- will benefit from having an accessible, industry-standard benchmarking tool.”
The POWA Index also plans to release regular insights packages to media, and via social channels.
To mark its launch, it has published a range of analysis graphics and tables exploring the commercial performance of the world’s best rightsholders including the top 20 most searched rightsholders online, the top 20 performers on Instagram, the top 20 on Facebook and the top 20 on Twitter.
Among the most notable results are six Premier League clubs among the top 20 brands in the world, with Manchester United leading the way and Manchester City trailing in 19th. US-owned clubs such as Man Utd, Arsenal and Liverpool appear to be outperforming others on the index.
The top spot is currently held by the NBA, with Real Madrid knocked off pole position when it sold Cristiano Ronaldo to Juventus. The move in turn propelled the Italian club into 12th place - the only Serie A side in the top 20. It’s a similar story for Ligue 1 (Paris St Germain in 14ths) and the Bundesliga (Bayern Munich in 20th).
Flynn observed: "Cristiano Ronaldo’s move from Real Madrid to Juventus indicates that the world’s top sports clubs are now scouting players on commercial potential as well as their playing attributes. And it is notable that Real Madrid lost their position at the top of the POWA Index as a result of the transfer.
"The Premier League is regarded as the most competitive sports league in the world and this is reflected in the breadth of their representation in the POWA Index top 20. Much of this is due to the way the Premier League has shared its broadcasting revenues equally amongst its clubs, while La Liga originally allowed Real Madrid and Barcelona to strike its own deals. They have also been able to enhance their value even further by replacing one title sponsor with a range of globally famous brands including Coca-Cola, Nike, EA, and Cadbury."