IMSA Announces Hookit As Official Data And Analytics Supplier
Friday, June 29, 2018

DAYTONA BEACH, Fla. – The International Motorsports Association (IMSA) announced today a long-term partnership with Hookit, the leading sports sponsorship analytics and valuation platform.

Hookit offers the most powerful platform to quantify and track the value and performance of sponsorships across social and digital media. Their Hookit Valuation Model (HVM) was awarded the 2016 Digital Marketing Association's Innovation Award for Valuation and Attribution.

“The information, metrics and analysis we will receive from Hookit will allow us to better serve our partners with sponsorship value, data insights and optimization support,” said IMSA Vice President, Marketing David Pettit. “We will also use the data to identify best practices that can be shared across our sponsor family, as well as case studies for future IMSA partners.  We are always looking to bring more value to our sponsors and Hookit provides IMSA with the data and insights to do so.”

“Hookit is proud to be the Official Data Supplier of IMSA and offer our support to all the drivers, teams, and partners of the premier sanctioning body for sports car competition in North America,” said Kimberly Cook, Chief Revenue Officer at Hookit. “Sponsorship is an integral part of motorsports and IMSA continues to stay ahead of the pack by adopting the latest technology to help them optimize their promotional campaigns and maximize their sponsorship effectiveness.

As part of the partnership, Hookit will provide IMSA corporate partners, as well as its 17 automobile OEM partners with customized analysis of their social media activities following each race and other marquee events. For the first time, placing a monetary value and identifying ROI for this important element of their integrated IMSA partnerships. Hookit data will also serve to provide insights to optimize future social campaigns and outreach, driving deeper fan and consumer engagement and ultimately more value for IMSA corporate and automotive OEM partners.

Hookit helps brands to maximize sponsorship investments and empower athletes, teams, leagues, and federations to prove and increase their value to sponsors. The company analyzes engagement, including mentions, hashtags, and brand logos using image recognition tools within photos and videos.