IMSA pens data and analytics deal with Hookit

Collaboration allows motorsport body’s partners to measure sponsorship value.

IMSA pens data and analytics deal with Hookit

Getty Images

The International Motor Sports Association (IMSA), a North American auto racing sanctioning body, has announced a long-term partnership with Hookit, the sports sponsorship analytics and valuation platform.

As part of the deal, Hookit will provide the IMSA’s corporate partners, along with its 17 automobile partners, with customised analysis of their social media activities at the end of each race. This will allow sponsors to place a monetary value and identify ROI for this element of their integrated IMSA partnerships.

In addition, Hookit will provide data to optimise future social campaigns and outreach to help IMSA partners drive deeper fan and consumer engagement.

“The information, metrics and analysis we will receive from Hookit will allow us to better serve our partners with sponsorship value, data insights and optimisation support,” said IMSA vice president of 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’s deal with the IMSA comes shortly after it was named the official data supplier of Indycar and Indianapolis Motor Speedway (IMS).

“Sponsorship is an integral part of motorsports and IMSA continues to stay ahead of the pack by adopting the latest technology to help them optimise their promotional campaigns and maximise their sponsorship effectiveness,” added Kimberly Cook, chief revenue officer at Hookit.