McLaren Honda & Hookit sign long-term partnership

hookit and mclaren honda

McLaren Honda is pleased to announce a long-term partnership with Hookit, a leading digital analytics and valuation platform in sports marketing.

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As the team’s official digital valuation partner, Hookit will measure, value and help optimise the ROI the team drives for its sponsor-partners across social and digital media. 

Beyond sponsorship measurement and valuation, the McLaren Honda marketing team will also have access to real-time analytics and insights for comparative benchmarking and tools to optimise its digital content and marketing strategies, maximising sponsorship value across social and digital media.

“It’s clear that Hookit is a pioneer in this space and provides the deepest, most comprehensive solution that aligned with our needs,” said Zak Brown, Executive Director of McLaren Technology Group. “Hookit’s capabilities complement our strategy for industry-leading insights and business intelligence enabling us to demonstrate tangible ROI across all of our marketing activities.”

“Hookit prides itself on being the first, most-trusted standard in the marketplace for next-generation sponsorship analytics and valuation and we’re thrilled to be partnering with McLaren Honda,” said Scott Tilton, CEO of Hookit. “Zak and his team are very forward-thinking and focused on capitalising on the massive growth and opportunity they have to drive value for their sponsors in social and digital media.”

“McLaren has an established status in activating our brand and partners across digital and social media through creative campaigns and pioneering digital platforms,” said Rob Bloom, Group Digital Director. “Through our partnership with Hookit, we are now better placed to report on the value that we drive for our sponsor-partners through this medium and optimise our future activations.”


Scott Tilton – CEO of Hookit

About Hookit

It is the leading sponsorship analytics and valuation platform for sports. As consumption and fan engagement of sports grows exponentially on social and digital media, Hookit helps brands to maximise sponsorship investments and empowers athletes, teams, leagues and federations to prove and increase their value to sponsors.

Hookit measures value across multiple social and digital platforms by analysing overall engagement and brand promotion, including mentions, hashtags, keywords and logos within photos and videos using computer vision software. 

Hookit’s Valuation Methodology (HVM) was awarded the 2016 Digital Marketing Association’s Innovation Award for Valuation and Attribution. Hookit’s growing roster of marquis clients includes GoPro, Monster Energy, Sony, Vans, Asics, Major League Soccer, Canadian Olympic Team, World Surf League, FIS, NHRA, PGA European Tour, McLaren Honda F1, Speedway Motorsports Inc., BF Goodrich/Michelin, Liverpool FC, United States Ski and Snowboard Association and Feld Entertainment. Hookit is based in Solana Beach, CA.

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