NHL and MVP Index set to enhance DED advertisement

The National Hockey League (NHL) has announced MVP Index as its strategic partner for valuation and asset measurement for the League’s Digitally Enhanced Dasherboards (DED) program.

DED, an advanced approach to dynamic dasherboard advertising, debuted at the start of the 2022-23 season, and allows for the digital replacement of camera-visible arena dasherboards within local, national, and international NHL game broadcasts. 

MVP Index will use its specialised asset-first detection technology to pick up and provide “precise, true, and reliable media and brand values for a logo, slogan, and image on DED signage”. 

Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President, said: “Following a successful first season of implementing DED across the League, we’re now focused on continuing to evolve the technology and deliver more value and new sponsorship opportunities for the League, our Clubs and their media and business partners. 

“Through MVP Index’s trusted and innovative valuation technology, we will be able to provide more accurate valuations and asset measurement that will better align with brands and agencies expectations.” 

MVP Index will provide a transparent methodology for DED valuations and asset management, which calculates the value of an asset shown on DED based on its size, location, clutter, and signage duration, as well as overall event value where DED are placed. 

NHL games on broadcast and streaming platforms will be scanned by MVP Index for assets, logos, and objects to provide DED valuations. On social media platforms, images, captions, and text will also be scanned for assets, logos, and objects to define the value of a DED social media post, including engagement metrics – comments, shares, and likes – along with audience post metrics – followers and reach.           

Brian Foley, CEO of MVP Index, added: “The NHL’s DED program is a truly transformative moment for the business of sports and entertainment. 

“The development and implementation of the DED system is a major milestone in the League’s mission to provide powerful new activation opportunities for their current and future corporate partners, and it is vitally important to ensure DED are supported by a transparent system of measurement that’s capable of delivering indisputable proof of value at a hyper-granular level. 

“The League ran an extensive evaluation across the entire ecosystem of measurement providers in order to identify the right partner capable of meeting these high expectations, and we’re thrilled that MVP was tapped to bring this vision to life.”

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