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Nielsen’s Sponsorship Scorecard Goes Wild

The Minnesota Wild is the first National Hockey League team to sign up for Sponsorship Scorecard, the service from Nielsen Sports that tracks sponsored-placed media, officials said Monday.

Sponsorship Scorecard tells advertisers and teams how many TV viewers, by key demographic groups, see their sponsorship elements, thereby understanding their return on investment in this medium.

“The Sponsorship Scorecard service will help us to grow our corporate sponsorships and provide tangible results to retain their business,” Steve Griggs, the Wild’s vice president of customer sales and service, said in a prepared statement.

“Competition in the sports-sponsorship market is as competitive as ever, and being able to provide our partners with new creative and effective ways to market themselves is what we strive for,” he added.