Independent sports marketing firm, Baseline Venture, Wednesday said it has successfully brokered a three year deal for UST Global – a California based information technology solutions and services company, with Moto GP.
The Mumbai-based Baseline is backed US venture funds and the deal between UST Global and Dorna Sports, the commercial rights holder for the motorcycling sport of MotoGP, is a significant business development for the young firm.
The agreement establishes UST Global as the official IT services and solutions provider for the FIM MotoGP World Championship. The deal with UST Global will run from the 2015 season through to 2017. This engagement will allow UST Global and Dorna to develop technological solution provides a data driven tool to Dorna to help monetize, understand and improve its interaction with the huge global audience that MotoGP attracts.
“It is a strategic partnership for both the parties. UST Global’s social media analytics tool is going to reshape the way, the sport will engage with its global audience”, said Baseline’s Co-founder and Director, Ramakrishnan R in a statement.
“MotoGP has a global appeal driven by innovation, speed and technology which will constantly excite and challenge UST Global in providing technology solutions to the sport”, he added.
“Our integrated approach to this partnership will catapult our brand globally. This will allow us to showcase our digital capabilities and core services to our clients through MotoGP events and, more importantly, create a vehicle for Dorna to foster a better fan engagement through our social media analysis platform,” said UST Global CMO Nikki Arora.
SOURCE: THE ECONOMIC TIMES