MVP is a software platform that enables brands, properties, and agencies to accurately quantify the value of partnerships, sponsorships, and activations across an integrated omnichannel landscape. MVP delivers performance analysis and valuation for marketing initiatives by consolidating data from broadcast, streaming, social, digital, audio, in-venue, and on-location channels into a unified, transparent view.
How does MVP help its customers?
MVP's platform is designed to automate and modernize a traditionally service-heavy industry by integrating with existing people, processes, or systems. The software provides comprehensive analytics to evaluate both individual partners and entire sponsorship portfolios. Key features include:
- Measurement of branded and unbranded content
- Assessment of attributable audiences and broadcast presence
- Valuation of both digital and experiential activations
- Transparent methodology showing each input used to formulate value, moving away from opaque proprietary metrics
By offering unbiased, accurate data, MVP helps organizations make informed decisions about the effectiveness and ROI of their strategic marketing partnerships.
Who uses MVP?
MVP serves a diverse range of major brands, sports organizations, and agencies looking to maximize and understand the impact of their sponsorship and marketing efforts. Notable customers include:
- Allianz
- Ally
- Amazon
- Beats by Dre
- TIAA
- Puma
- Sirius
- Fox
- Ford
- Athletes Unlimited
- Red Sox
- Dallas Cowboys
- PGA Tour
- Angels
- Milwaukee Bucks
- Monumental Sports & Entertainment
- NHL
- Greenville Triumph SC
- Ilitch Sports Entertainment
- Eagle
- San Francisco (SF)
- NLL (National Lacrosse League)
- CAA
- FSM
- Endeavor
- MKTG
These organizations rely on MVP for clear, data-driven evaluation of marketing and sponsorship performance.
How was MVP started and who leads the company?
MVP is a privately held company headquartered in Austin, TX, with a team of 51-200 employees. The founding team brings expertise across technology, data science, customer success, revenue, finance, and strategic accounts. Key executives include:
- Brian Foley, Chief Executive Officer
- Shawn Arseneau, Chief Technology Officer
- Richie Smith, SVP Revenue
- Melissa Randall, VP Customer Success
- Brandon Nutting, VP Data Science & Innovation
- Beth Staebell, VP Finance
- Eddie Ciminelli, VP Strategic Accounts
You can read more about MVP's leadership and company values on their About page.
What makes MVP different?
MVP differentiates itself by rejecting the use of proprietary, opaque metrics in favor of a transparent methodology that details every input used in their valuation models. This approach provides clients with the clarity and confidence needed to make evidence-based marketing decisions, addressing industry fatigue with outdated measurement practices and a lack of transparency.
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