NIELSEN Sports and Entertainment has teamed up with Pen One Digital Corporation to introduce a cross-platform sports sponsorship measurement system in the Philippines.
The pilot program, announced on September 17, will use Nielsen Sports Media Valuation to assess the exposure and commercial impact of sponsorships across television, streaming services, social media and digital news platforms.
The initiative will initially be implemented in the Premier Volleyball League, where it will track the visibility of brands across broadcasts, livestreams and online content.
The companies said the PVL rollout could serve as a model for expanding the system to other properties under Pen One’s sports portfolio.
Denise Menasan, managing director for Asia-Pacific at Nielsen Sports, said the partnership would provide brands and rights holders with a more consistent way to assess sponsorship performance.
“This strategic collaboration addresses the critical need for better commercial evaluation within a rapidly expanding, sports-loving market like the Philippines. As fan engagement fragments across multiple channels, quantifying overall sponsorship impact has become increasingly complex. By introducing Nielsen’s globally established solution in partnership with Pen One, we are empowering brands and rights holders with transparent, data-driven insights to optimize their sports investments,” said Menasan.
Pen One Digital Corporation chief executive officer Fred Fateh, meanwhile, said the platform would help sponsors compare the projected and actual value of their campaigns.
“This collaboration brings greater accountability to how sports sponsorships are valued in the Philippines. With Nielsen Sports Media Valuation, we can independently measure both the projected and delivered media value of a sponsorship campaign, giving brands a clearer basis for evaluating their investment and giving rights holders greater data to build commercially sustainable partnerships,” said Fateh.
The companies emphasized that the need for more reliable sponsorship data has grown as sports audiences consume content across multiple screens and platforms.
By applying one valuation framework across different media channels, Nielsen Sports Media Valuation is expected to help brands evaluate campaign performance while giving sports rights holders a clearer picture of the commercial value generated by their media exposure.
Pen One Digital Corporation is a Philippine sports marketing and technology company involved in sponsorship sales, commercial partnerships, digital platforms, media monetization and brand development. (Adrian Co)
