How do sponsors track and measure the performance of their sponsored athletes?

VP Fuels uses enterprise-level tracking software to monitor social media activity and calculate adjusted ad value. The software uses weighted algorithms to score content quality - posts entirely about the brand score higher than posts where the brand is just a background logo. The tool also scrapes video content, not just pictures and written posts. They track metrics like number of posts, amount of content, frequency, and adjusted ad value. They don't require athletes to provide analytics because they generate their own data.