New York – October 05, 2026 -- MediaRadar launched Total Event Investment, a proprietary framework that tracks brand spending across advertising, sponsorship and creative campaigns tied to major sporting events, the company announced.
MediaRadar's World Cup research found 6,737 brands spent $1.42 billion
The framework grew out of MediaRadar's analysis of the 2026 Men's World Cup, where 6,737 brands invested a combined $1.42 billion across advertising, official sponsorships, athlete and national team partnerships, and creative campaigns. That research pushed MediaRadar to expand from broadcast and streaming ad tracking into sponsorship analytics.
Total Event Investment sits inside MediaRadar's new Insights Studio platform
The tool consolidates previously separate data on TV broadcast ads, exclusive live-streaming sports advertising, team and league sponsorships, athlete deals, in-venue signage, equipment sponsorships and virtual placements into a single view. Jay Nielsen, VP of Product at MediaRadar, said the framework brings together signals from new sponsorship formats and integrations to reveal the broader strategy behind brand investment in sports.
Computer-vision logo recognition structures sponsorship exposure into data
MediaRadar's Logo Recognition technology applies computer vision to identify brand logos and on-screen placements, converting visual exposure into structured sponsorship intelligence. The capability builds on the company's Classification Engine, a machine-learning system that organizes and enriches advertising data at scale.
Jomboy Media says the tool extends visibility beyond baseball into other sports
Brett Joss, Head of Sponsorship Sales at Jomboy Media, said the company added MediaRadar's Live Streaming Sports coverage in 2025 and now uses Total Event Investment to track brand spending across other marquee sports beyond its core baseball business, calling it a way to move from understanding the market to acting on it.
Framework extends beyond sports to awards shows and season-long tournaments
While built for sports, MediaRadar said Total Event Investment can apply to other cultural moments, examining how brands appear before, during and after an event across media investment, sponsorship, creative strategy, activation timing and cross-channel presence.
MediaRadar will showcase the framework at Advertising Week New York
MediaRadar is presenting Total Event Investment at Advertising Week New York, running Oct. 5-8, 2026, with a first look planned at the TruNorth event on Oct. 7. The company will host a State of the Industry webinar on Oct. 22 addressing the convergence of sports, culture and creative investment.