North American ice hockey’s NHL has agreed a strategic partnership with MVP Index, the sponsorship measurement and valuation platform.
As part of the agreement, MVP will provide valuation and asset measurement for the league's Digitally Enhanced Dasherboards (DED) program.
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DED, described as an advanced approach to dynamic dasherboard advertising, debuted at the start of the 2022-23 season and allows for the digital replacement of camera-visible arena dasherboards within local, national, and international NHL game broadcasts.
MVP will use its detection technology to pick up and provide “precise, true, and reliable” media and brand values for a logo, slogan, and image on DED signage.
The platform has created a “comprehensive and transparent” methodology for DED valuations and asset management, which calculates the value of an asset shown on DED based on DED size, location, clutter, and signage duration, as well as overall event value where DED are placed.
Additional valuation methodology includes static assets recognized and valued based on different camera angles alongside DED takeovers.
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By GlobalDataNHL games on broadcast and streaming platforms will be scanned by MVP for assets, logos, and objects to provide DED valuations.
On social media platforms Facebook, Instagram, and Twitter – images, captions, and text will also be scanned for assets, logos, and objects to define the value of a DED social media post, including engagement metrics (comments, shares, and likes) along with audience post metrics – followers and reach.
The DED technology solution is provided by UK tech company Supponor which partnered with the NHL last October to launch league-wide virtual advertising for the 2022-23 season.
Through the DED system, technology allows dynamic graphics to be placed over the physical arena dasherboards at NHL stadiums, meaning the league and the teams can target specific broadcasting markets with specific advertising and messaging.
Up to 10 differentiated feeds with virtual advertising are given to broadcasters as options, over the same physical board.
The dasherboard branding includes website URLs, co-branded official designations, QR codes, and marketing campaigns that can be turned on during viewer-intensive periods in a game.
The DED system also allows teams to provide their corporate partners and advertisers with additional exposure in both their home and away game broadcasts.
Keith Wachtel, NHL chief business officer and senior executive vice president, said: “Following a successful first season of implementing DED across the league, we’re now focused on continuing to evolve the technology and deliver more value and new sponsorship opportunities for the league, our clubs and their media and business partners.
“Through MVP Index’s trusted and innovative valuation technology, we will be able to provide more accurate valuations and asset measurement that will better align with brands and agencies expectations.”
Brian Foley, chief executive of MVP Index, added: “The NHL’s DED program is a truly transformative moment for the business of sports and entertainment.
“The development and implementation of the DED system is a major milestone in the league’s mission to provide powerful new activation opportunities for its current and future corporate partners, and it is vitally important to ensure DED are supported by a transparent system of measurement that’s capable of delivering indisputable proof of value at a hyper-granular level.
“The league ran an extensive evaluation across the entire ecosystem of measurement providers in order to identify the right partner capable of meeting these high expectations, and we’re thrilled that MVP was tapped to bring this vision to life.”
