Santa Monica’s sports marketing firm GumGum Sports (a division of GumGum Inc.) announced Aug. 10 it signed a multi-year agreement to provide media valuation services for the Maui Jim Maui Invitational basketball tournament.

GumGum Sports will offer its computer vision technology (essentially, training a computer to automatically recognize objects and describe what it sees) to measure the success of tournament ads and sponsors on live broadcast, streaming and social media. To do this, GumGum Sports’ technology uses computer vision and scans through social media accounts to provide metrics as to which platforms are most engaged with ads; helping to determine which are most cost effective.

The Maui Jim Maui Invitational was founded in 1984 and has been run by Chicago sports marketing agency KemperLesnik Communications since 1990.

“The company’s innovative methodology will help us further tell the story of the Tournament,” said Tom Valdiserri, executive vice president at KemperLesnik, in a statement. “With a deep basketball background, our collaboration with GumGum Sports is a very natural one, and we look forward to the great insights.”

GumGum manager Brian Kim reported the company also provides media valuation services to the NHL, MLB, NFL, MMA, EPL and MLS.

Tech reporter Samson Amore can be reached at [email protected] or (323) 556-8335. Follow him on Twitter @samsonamore.