UHC Pro Cycling and Socialarc: Valuing Sponsorship in Digital & Social

April 14, 2011 - PRLog -- EMERYVILLE, CA — The UnitedHealthcare Pro Cycling Team owned by Momentum Sports Group, LLC and Socialarc are proud to announce a partnership to value the impact of social media and digital activity for sports sponsorships. Socialarc will be working with the Momentum Sports Group to deliver a definitive approach to valuing the digital space and to offer a cohesive sponsor dashboard that gives an integrated view of the exposure and impressions value for the UnitedHealthcare Pro Cycling Team.

From wall posts to tweets and group discussions to videos, social media was made for sports marketing, allowing fans, athletes, and sponsors to communicate directly. But developing a definitive approach to valuing social and digital content has been a challenge for sports marketers and sponsors.

“Clearly, sponsors of professional sports teams are beginning to consider the value of social media interactions on their sponsored teams and as well as the impact that the social graph has on their sponsored team’s brand value,” said Gregory Raifman, Chairman and CEO of Momentum Sports Group. “Determining how to accurately measure that social and digital impact and communicate what it means to a sponsor has been a challenge for many global brands seeking to engage in sports sponsorship programs, and we are pleased to have Socialarc as our partner to help measure that impact for our Team’s sponsors.”

“We have extensive social campaign experience and use a rigorous campaign metric and valuation process that allows our clients to accurately value social as part of their overall marketing mix,” said Aaron Mann, CEO of Socialarc. “We are applying that same method to the social content generated by the UnitedHealthcare Pro Cycling Team and its riders,” added Mann.

“Applying a strict ROI-based approach to measuring digital/social will ensure that teams and sponsors are accounting for the impact of social media when calculating sponsorship value,” Mann continued. “Social media has presented enormous opportunities for sports marketers, and Socialarc is thrilled to be working with Momentum Sports Group and the UnitedHealthcare Pro Cycling Team in breaking new ground in sponsorship valuation.”

ABOUT MOMENTUM SPORTS GROUP, LLC
Based in Oakland, California, the Momentum Sports Group, LLC is an organization dedicated to the growth and management of sports and entertainment assets worldwide. Momentum Sports Group owns and operates one of the most successful professional cycling teams in the sport, The UnitedHealthcare Pro Cycling Team. The Team raced as Health Net Pro Cycling Team Presented by Maxxis from 2003-2008, and raced as the OUCH! Pro Cycling Team Presented by Maxxis in 2009. In 2010, UnitedHealthcare assumed title sponsorship of the Team, and the Team raced as the UnitedHealthcare Pro Cycling Team Presented by Maxxis. The Team currently races as the UnitedHealthcare Pro Cycling Team for the 2011 season.

ABOUT SOCIALARC
Socialarc Inc., based in Emeryville CA, designs and executes social initiatives for leading brands and their audiences. Informed by a history of successful social marketing campaigns and grounded in a thorough understanding of social conversations, Socialarc provides clients with a clear social media roadmap and actionable recommendations. Socialarc’s strategic execution delivers quantifiable results, fosters great customer relationships and achieves defined marketing goals.

Media Contacts:

For Socialarc
Sierra Brasher, Group Client Manager
sierra@socialarc.com
510-868-2787, ext 108

For Momentum Sports Group, LLC
Wesley Mallette, VP Communications & Events
wesley@mosportsgroup.com
310-562-2821