Sports United announced today, Thursday 10 June 2010, the commence of its partnership with Qualia, a brand & sponsorship evaluation agency specializing in TV, Radio, news, blogs and social media tracking and analyzing. The partnership will run through the 2010-2011 season and will aim at monitoring the reputation of its brand and the brand of its partners. Furthermore, it will seek to understand the qualitative impact that sponsorships have in consumer behavior and to track, measure and utilize social media activity to promote and advance its brand and services, such as ticketing, event organizing and stadium advertising.

This partnership constitutes an additional step toward our company’s constantly evolving endeavor to understand our partners’ audience and optimize our sponsorship strategy.

Qualia has been operating since 2004 and is based in Athens, Greece. The company measures the impact of a campaign by applying artificial intelligence techniques and algorithms. Qualia explores the trends of a brand’s image and finds correlations between products, audiences and the media.