MT Melsungen
Match day content becomes a revenue driver in sponsorship
MT Melsungen has been part of the 1st Handball Bundesliga since 2005/06 and professionalized its media work early on. Every match day, numerous photo and video assets are created for fans, media, and partners. With the Media Hub from teamnext, the club organizes this content centrally and uses AI to make sponsors visible and play them out in a targeted manner.
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The Challenge
Sponsor visibility must be verifiable
In many sports outside of soccer, sponsorship is the most important revenue driver. Visibility for partners thus becomes the key currency and must be verifiable. Hundreds of images and videos are created on every match day. Sponsor logos appear on jerseys, perimeter boards, LED screens, and interview walls. However, without a central structure, it is difficult to quickly assign the appropriate content to the respective partners.
Logos must be searched for or marked manually
Reporting for sponsors is time-consuming
Valuable content remains unused in the archive
Access to sponsor-relevant content is too slow
The advantages
Sponsor content becomes usable more quickly
Easier to find
More sponsor-relevant content reaches channels and partners in a timely manner.
Measurable visibility
Trust increases because services can be verified transparently and seamlessly.
Monetize content
Match day content becomes plannable and marketable because sponsor hits are reliably available.
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The Solution
Central content platform with automatic logo recognition
The Media Hub from teamnext serves as a central platform for all photo and video assets at MT Melsungen. Content is bundled, structured, and made accessible to various stakeholders. Integrated AI automatically recognizes sponsor logos in images and videos and stores them as search and filter criteria. This allows content to be searched for by partner, bundled, and used directly for social media, PR, or reporting. After the match day, all relevant hits are automatically made available in the protected Sponsor Hub. Partners can immediately find the content in which their logo is visible and use it for their own channels or campaigns.
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“In almost every partner meeting, we touch on the topic of visibility. Sponsors no longer just want to feel good about their investment; they want proof. That's where sponsor recognition in the Media Hub comes in handy.”