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Data in Sport part 2, Ian K Partilla GumGum Sports – Cut the Cliches

Following on from last week’s episode from Sport Accord, Episode 13 was also recorded at the event. And in our second part of data in sport, we turn our attention to AI as we enlist the help of Ian K. Partilla, head of global revenue at GumGum Sports.

The focus of our chat was around the opportunities in sponsorship and digital media. 

In this episode we discuss: 

  • his role at GumGum
  • the opportunities for sports teams in how they categorise their digital and social assets
  • the role of ad-tech in sports
  • what the future of the technology could mean for brands.

Ian K. Partilla started his career in 1998 at the ESPN X Games before joining Disney and ESPN Media Networks focusing on the emerging sports streaming business.  

Five years at NBC Sports Ventures saw him take up VP roles in partnerships and sponsor strategy. 

In February 2018 Ian joined GumGum Sports  an Artificial Intelligence company that leverages computer vision technology to help brands, agencies and rights holders identify the full media value of sports sponsorships. 

He says that by analysing live TV broadcasts, social media and digital streaming, GumGum Sports provides accurate, timely, and comprehensive media valuations. 

Here’s this week’s episode, please let us know your thoughts below:

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Cut the Cliches Episode 12 – Data in fan engagement with David Melia, Global Web Index

We headed to the Gold Coast in May for Sport Accord. We were lucky enough to speak with some of the speakers at the event and first up we have David Melia, head of sports at Global Web Index.

David Melia (left) and Liam Fitzpatrick (right)

GWI is the world’s largest survey of online behaviour and we quiz David on how data is increasingly being used in sports to improve the fan experience.

In this episode we discuss his role at GWI, how he got into the industry, the challenges he’s faced, what he does on a day to day level, the opportunities for brands in the sporting space and what we should look out for in the next 12 months. 

Look out for our second part on data in sport next week, also from Sport Accord, which will include Ian Partilla from GumGum Sports.

In the meantime David’s episode is below, let us know your thoughts: