How do major sponsors track and monitor their sponsored athletes?

Both companies use sophisticated tracking systems. They employ companies like GumGum to track social media impressions and engagement. They have agencies that monitor everything athletes say online to ensure nothing negative is said about the brand and that athletes represent the brand appropriately. Stanley Black & Decker sends weekly reports to about 200 marketing leaders globally showing activations, customer hosting numbers, event details, and social snapshots. Toyota also has partners that provide detailed reports on social media popularity and media tracking. As Tony noted, 'Everybody's watching and listening to everything that you say.'