The sports sponsorship industry has long been an antiquated industry based on personal relationships and handshake deals. MVP Index was an Austin based startup measuring social media performance and audience data to best service sports teams and influencers. However, this business model was proving to not be scalable and needed a new strategy, fast.
While properties, teams and leagues, are early adopters of sponsorship measurement, budgets are small and client turnover is great. However, brands spend large amounts of money on sponsorship and have invested interest in their performance.
Upon joining MVP Index as marketing employee number 1, we worked fast to redefine the brand. Insights showed we needed a premium brand that could hold court with Fortune 500 companies. Over the course of the first 3 months, MVP Index transformed to MVP with a new logo, product design, website, content strategy, revamped social channels, GTM and sales messaging, and tagline- Measure What Matters. MVP also identified new value props that resonated in the marketplace- accurate data and transparent methodologies. By the end of the year, MVP had transformed from a services agency model backed by data, to a SaaS valuation platform powered by AI and Computer Vision.
Within a year of the full rebrand MVP saw a 617% increase in lead-generation and signed enterprise deals with Amazon, Apple, Ally Financial, Ford, and the NHL. In 2023, MVP finalized a Series B fundraising round with Verance Capital for $20M. The Marketing Team grew to design, content, digital, experiential and product marketing producing 35+ pieces of content per month, increasing social following by 317%, and driving 487% increase in website traffic.
Technology Meets Talent on Chicago's Courts
