How media teams can measure sponsorship value from live event footage

For rights holders, leagues, broadcasters, and event organizers, sponsorship is one of the most valuable commercial assets in live production. But proving exactly what sponsors received on screen remains surprisingly difficult.

‍

A sponsor logo may appear throughout a broadcast, but not every appearance delivers the same value. A close-up of a jersey logo creates a different level of exposure than trackside signage in the background. A branded product held during a key moment may generate more impact than several brief appearances elsewhere. Context, visibility, and duration all influence the value of sponsor exposure.

‍

The challenge is turning those moments into reliable, measurable reporting.

‍

This workflow demonstrates how media teams can combine AI-powered video analysis with workflow automation to detect sponsor appearances, assess their visibility, and generate configurable sponsorship value estimates. In this example, the workflow starts in Mimir, uses Twelve Labs to analyse video content, and orchestrates the entire process through qibb. The same approach can be adapted to other MAM systems, AI analysis tools, and media technology environments.

The challenge: sponsor visibility doesn’t automatically translate into measurable value

Sponsor exposure may be visible on screen, but that does not make it easy to report.

‍

Teams still need to know which brands appeared, how long they were visible, how strong the exposure was, and what that visibility may have been worth in practical commercial terms. Traditional reporting often depends on manual review and post-event estimation, which is slow, subjective, and difficult to scale across large volumes of footage.

‍

Without a more structured workflow, reporting becomes harder to defend, and it becomes more difficult to improve placements for future events.

How the workflow works

In this demo, the workflow starts in Mimir, where a user triggers the process with a custom action button.

‍

The selected clip is then sent to Twelve Labs for video analysis. From there, the workflow returns exposure signals such as detected logos, time on screen, and quality of exposure.

‍

Those results are passed into qibb, where configurable valuation logic turns detection data into a sponsorship value estimate. Because that logic sits inside the workflow, it can be adjusted over time to reflect different commercial models, event types, reporting requirements, or sponsor priorities.

‍

The final output is presented in a qibb dashboard, where teams can review detections, compare exposure, and assess estimated value in one place. From the dashboard, users can also open the analyzed clip and jump back into the source system to verify the result when needed.

Why workflow automation matters

‍

Sponsor visibility is rarely perfect. Logos often appear in the background, on clothing, or only partially within the frame. While those moments may still contribute meaningful commercial value, capturing them consistently at scale is difficult using manual review alone.

‍

AI-powered analysis helps detect those appearances, but detection is only one part of the process. The real value comes from connecting analysis, valuation, and reporting into a single automated workflow.

‍

By orchestrating every step, from video analysis to configurable business rules and reporting, qibb turns isolated detections into repeatable, operational sponsorship insights.

From media to metrics

What makes the workflow practical is not just the analysis step. It is the way the full process is connected.

‍

From one starting point, teams can trigger analysis from their media environment, send content for logo detection, receive structured exposure signals, apply valuation logic, review the outcome in a dashboard, and jump back to the source clip for verification.

‍

That reduces the gap between raw detection and usable reporting.

‍

Instead of moving between disconnected tools, teams get a more operational way to turn live event footage into measurable sponsorship insight.

Why this matters now

For rights holders, broadcasters, and event organizers, sponsorship value is under growing pressure to be visible, measurable, and easy to explain.

‍

Commercial teams need stronger reporting. Media teams need a process that scales. And production teams need feedback that can help improve how sponsor inventory performs on screen over time.

‍

A workflow like this helps make that possible. It does not just show that branding appeared. It helps quantify how it appeared and what that exposure may have been worth.

‍

From visibility to value

‍

Brand exposure is easy to see, but much harder to measure consistently.

‍

This workflow helps close that gap by turning live event footage into something teams can actually work with: detected brand appearances, structured exposure data, a configurable valuation model, and a direct path back to the source clip for verification.

‍

For rights holders, broadcasters, and event organizers, that means clearer reporting, better evidence of what was delivered on screen, and a more scalable way to assess value across live broadcasts.

Explore the workflow

‍

View the qibb dashboard →
Book a demo →