Ekkobar and NBC Sports Launch AI Sponsorship Tool MIRA

Ekkobar, an AI-driven social insights company, has unveiled MIRA (Match Intelligence & Relationship Assessment), a new sponsorship-matching product developed in collaboration with NBC Sports through the Comcast NBCUniversal SportsTech accelerator.

The tool was formally introduced by Ekkobar co-founder & CEO Rhys Ryan at the recent TED Sports conference in Indianapolis.

MIRA uses AI to scan social media and identify athletes, broadcast talent, and influencers best suited for marketing campaigns, based on audience demographics, engagement context, and posting history. The platform generates a proprietary EkkoScore, providing brands with a clear assessment of an individual’s value, authenticity, and fit.

Commenting on the announcement, Ekkobar’s co-founder & Chief Growth Officer, Amber Dodson, said: “There’s no other platform out there that can harness social media the way we do—looking at complexity and context to provide real answers instead of just likes and followers.”

The system has already proven valuable in identifying niche ambassadors for brands, such as helping an agency find a pork-loving basketball player in Illinois for the Midwest Pork Producers’ Association, opening new doors for smaller, authentic partnerships.

Shawn Sullivan, Horizon League’s Associate Commissioner for Branding, Messaging & Strategic Initiatives, said the pilot could redefine student-athlete deals: “MIRA can unlock fit that creates more targeted impact for a brand partnership, while delivering revenue or trade opportunities for athletes that wouldn’t be discovered without the technology.”

The technology is already being integrated with NBC Sports’ Athlete Direct NIL marketplace and will soon be piloted with the Horizon League and its member institutions. What once took weeks to compile—matching athletes with suitable sponsorships—can now be completed in just seven seconds, helping Athlete Direct increase deal flow by up to fourfold.

NBC Sports also sees potential for its regional sports networks to use MIRA in promoting broadcasters and engaging younger audiences, broadening its commercial impact.

With the launch of MIRA, Ekkobar and NBC Sports are positioning AI as a game-changer for sponsorships, accelerating authentic matches between brands, athletes, and communities.

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