A Texas company co-founded by the father of PGA golfing phenom Jordan Spieth is merging with another company in the social media analytics market.
Industry leaders MVPindex co-founded by Spieth and Kyle Nelson – and Umbel today announced the merger of the two companies, which they say will reinvent “the way the entire sports and entertainment ecosystem – from brands and agencies to properties and talent – measures the value and impact of their digital marketing spend, including sponsorships and social media campaigns,”
The new entity will combine MVPindex’s industry-leading social media measurement and valuation platform with Umbel’s solution for collecting and segmenting first-party data to deliver highly targeted activations and campaigns. Together, they will serve nearly 140 of the top brands, agencies, media companies, teams, leagues and venues, providing clients with a dynamic and comprehensive solution for understanding audience engagement and purchase intent.
According to Umbel board member Tom Meredith and MVPindex CEO Stan Woodward, the merger will not only accelerate the growth of both platforms but it also has the power to transform the industry.
“This is really a case of the whole being greater than the sum of its parts,” Meredith said. “In today’s 24/7, social media-centric world, our customers need credible data in real time to identify the partnerships and content that move the needle for their brands. MVPindex and Umbel are united in the belief that the market hasn’t adapted to the new reality.”
Based in Austin, with offices in Dallas, the company will be overseen by a board with representation from both MVPindex and Umbel. MVPindex CEO Stan Woodward has been named CEO. In addition, MVPindex’s Spieth will serve as president and chairman with Nelson as CMO. Umbel CFO Iser Cukierman will serve as the company’s CFO and GM of the Umbel business unit.
