IMSA Announces Hookit As Official Data And Analytics Supplier
Partnership will drive insights and additional value for
IMSA’s corporate and automotive OEM sponsors

DAYTONA BEACH, Fla. (June 28,
– The
International Motorsports Association (IMSA) announced today a long-term
partnership with Hookit, the leading sports sponsorship analytics and valuation
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.
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.”
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.
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. 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.

Gregg Elkin
Director, Communications
Roger A. Breum
Director of Marketing