Case Study

LEADING PHARMACEUTICAL COMPANY WINS THE SPONSORSHIP GAME

LONGEST ON-SCREEN TIME AND TOP VALUE IN FOUR NATIONS TOURNAMENT

BACKGROUND

How Cossette Media partnered with Relo Metrics to measure and maximize pharma’s top-performing brand sponsorship. Cossette Media is a leading Canadian media agency known for driving strategy and innovation on behalf of major brands. In 2025, they led pharma client’s  push to increase awareness through high-profile sports media integrations.

THE PROBLEM

As part of its 2025 media strategy, a leading pharmaceutical company aimed to expand its media ecosystem and reach mass audiences. But breaking through in a crowded sponsorship space—especially in a new property like the NHL’s Four Nations Faceoff—required precise measurement, validation, and optimization of every brand exposure.

SNAPSHOT RESULTS

COSSETTE MEDIA, REPRESENTING A LEADING PHARMA COMPANY

Key Results:

  • $2.96M CAD in Sponsor Media Value
  • 34% MVP Score – highest among all pharma 
  • 8.29 seconds average duration per exposure (23% longer than average)
  • 845 total brand exposures
  • Top social post delivered $7.5K in SMV

 

HOCKEY

“A key focus of our 2025 media strategy for our client was expanding their media ecosystem. The Four Nations Faceoff presented a unique opportunity to capture mass audience attention. To truly understand the impact of our efforts, we partnered with Relo to measure and optimize performance.”

- Kyle Sergeant Associate Vice-President, Strategy & Planning - Cossette Media

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    Every Exposure Analyzed

    Cossette Media selected Relo Metrics to analyze and validate every exposure that the pharmaceutical company received during the Four Nations Faceoff, using Relo’s real-time, AI-powered platform.
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    Broadcast & Digital Covered

    Relo tracked placements across broadcast and digital, capturing granular metrics like duration, frequency, placement type, and social media performance. This enabled Cossette to clearly quantify value, compare placement types, and identify what worked best to help validate their investment, and plan for next year.
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    Sponsor Media Value Delivered

    Cossette was able to help measure the Sponsor Media Value, the monetary value of brand exposure across media channels—including broadcast, streaming, social media, and digital platforms—captured during live sports and entertainment content.

“Relo helped us move from assumptions to clarity. Their data gave us the confidence to prove performance—and plan our next moves with precision."

Jonathan Wood, Director, Business Leadership Cossette Media

The Results

The brand emerged as the top-performing pharma brand at the tournament, delivering:

  • $2.96M CAD in Total Sponsor Media Value

  • 34% MVP Score, the highest in the pharma category

  • 8.29 seconds average duration per exposure—23% longer than the tournament average (6.7 seconds)

  • 845 total exposures, totaling 7,003 seconds of on-screen presence

Games featuring Canada vs. USA drove the most value, averaging 1.5M viewers—1.7x higher than other matchups.

Top Placement Breakdown
  • Virtual Slots: $1.39M CAD

  • Digitally Enhanced Dasherboards (DED): $1.13M CAD

  • Press Desk Branding: $382K CAD

On social, the top post—shared by Spittin' Chiclets — garnered an additional $7,500 in media value.

By integrating with the inaugural Four Nations Faceoff and using Relo Metrics to track and optimize performance, the brand not only captured attention—it dominated its category.

four nations

About Relo

Relo Metrics is an AI-powered sponsorship intelligence platform that allows rights holders, properties, and brands to understand, measure, and maximize their sponsorship investments. Relo tracks sponsor exposures across live broadcasts, social media, and OTT streaming platforms and leverages an allin- one platform with a single methodology in near real-time. Over 200+ global stakeholders in the sports marketing and sponsorship industry trust Relo’s data to power their partnership performance.