MVPindex, Umbel Merge to Create Solution for Social Audience Measurement in the Sports, Entertainment Industries.

M2 EQUITYBITES-February 16, 2018-MVPindex, Umbel Merge to Create Solution for Social Audience Measurement in the Sports, Entertainment Industries

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16 February 2018 - US-based sports and entertainment social media index and valuation platform MVPindex and US-based sports and entertainment market data collection specialist Umbel are merging, the two companies said.

The company said the merger enhances the way the entire sports and entertainment ecosystem from brands and agencies to properties and talent measures the value and impact of their digital marketing spend, including sponsorships and social media campaigns.

This new entity will combine MVPindex's industry-leading social media measurement and valuation platform with Umbel's innovative solution for collecting and segmenting first-party data to deliver highly targeted activations and campaigns.

Together, they will serve nearly 140 of the top brands, agencies, media companies, teams, leagues and venues, providing clients with a dynamic and comprehensive solution for understanding audience engagement and purchase intent.

Based in Austin, Texas, with offices in Dallas, the company will be overseen by a board with representation from both MVPindex and Umbel. MVPindex CEO Stan Woodward has been named CEO.

In addition, MVPindex co-founder Shawn Spieth will serve as president and chairman with co-founder Kyle Nelson as CMO. Umbel CFO Iser Cukierman will serve as the company's CFO and GM of the Umbel business unit.

Founded in 2013, MVPindex was the first social media intelligence platform to analyse athletes' social media portfolios and calculate their digital brand value.

Umbel helps the most admired brands in sports and entertainment collect, unite and act on first-party customer data to increase engagement, revenue and fan loyalty.

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