Horizm leads
sports clubs into a
new sponsorship era

Since the investment from Dutch Sport Tech Fund in 2022, Horizm has grown into an established name in the digital sports industry. The company helps sports clubs, leagues, and brands to increase the commercial value of their digital channels. With AI-driven tools, international collaborations, and its own marketplace, Horizm is transforming the way digital sponsorship is measured and leveraged.

The sports industry is undergoing a digital transformation that is redefining the value of sponsorship. Whereas visibility was long measured by logos on shirts, boards, or television, the added value of sponsorship is now shifting to social media, club apps, and online video. Digital content is measurable, scalable, and can be influenced daily. CEO Pedro Mestriner explains how his company Horizm helps top clubs and athletes worldwide to optimize the return on their digital assets. Horizm now collaborates with clubs such as Chelsea F.C., Borussia Dortmund, Real Madrid C.F., SL Benfica, Juventus F.C., LA Dodgers, Chicago Bulls, and many others.

According to Pedro, the mindset at clubs and brands is changing rapidly. Sponsorship is no longer a long-term gamble, but a daily effort in data-driven optimization. “We no longer make a deal for a few years just to have a logo on a shirt. Focusing on digital content is the way to go. You have to demonstrate the value of content every day and be able to respond to it. That value is objectively determined by the figures from your social media as a brand. Think of the number of impressions, reach, geolocation, and engagement in the form of likes or comments. Through accurate valuation, a transparent market is created in which sponsors know what they are buying and rights holders know what it brings them.”

The foundation of Horizm is built on acquiring as much data as possible. The applications of AI then help to create value for sports clubs and brands. “The collection of data and the prediction of outcomes is achieved through machine learning and predictive models,” Pedro explains. “These are components of AI that have been integrated into our product from the very beginning. We continuously look at the possibilities of AI to create more value for our clients. That’s also necessary, since we analyze 20 trillion impressions and 250 million social media posts per year. And all of that in one place. With AI, we are able to predict value and performance based on those large amounts of data.”

“Data are, for example, used to predict what a social post from Ajax will do when they play and win on a Saturday afternoon a year from now. The value of this can be determined with 95% certainty. Based on this value, you can sell available ‘spots’ within such an asset to your sponsors and brands. You can act based on real data. For rights holders, this means you can sell ready-made sponsorship packages with real data that represent reliable value, based on predictive performance. For sponsors, it means you invest in an efficient way. By determining the ROI, you minimize risks and can allocate your sponsorship budget much more efficiently.”

The sports world is becoming increasingly fragmented. Whereas brands used to automatically look to the biggest clubs, the playing field is now broader and more complex. Smaller clubs with high engagement, players with their own channels, influencers, content creators, the emergence of new competitions—all are competing for the same digital attention. This development is crucial for Pedro in the further growth of Horizm. “In the past, you only invested in the big names. Now, your budget gives you access to many different clubs, influencers, and multiple digital channels. This enormous fragmentation creates a market that is more chaotic, but as a result, there is a greater need for structure. With our data, we can organize that optimally. What helps us is that sport constantly creates new content, stories, and moments. The ideal breeding ground for data-driven sponsorship.”

At the same time, the fragmented supply is also a major challenge. “That’s why it’s important that we continue to focus on delivering solutions for our clients and ensure that we remain a financially stable company. Especially in our industry, profitability is essential for long-term success. That’s why I’m pleased with the support from DSTF. It makes us competitive, especially in the American market where you need firepower.”

Pedro is very enthusiastic about the partnership with Dutch Sport Tech Fund in several respects. “The investment from DSTF not only provides financial strength, but also strategic support and a great stepping stone towards further conquering the American market. Alexander Janssen is on the board of Horizm, so we continuously brainstorm about interesting next steps. And with the joint opening of the Holland House in LA early next year, we can be physically present with a team. Looking ahead to the 2028 Olympic Games, this gives us new opportunities to connect with new brands and rights holders there. An exciting and promising time lies ahead for us!”