ExposureEngine: Oriented Logo Detection and Sponsor Visibility Analytics in Sports Broadcasts

Quantifying sponsor visibility in sports broadcasts is a critical marketing task traditionally hindered by manual, subjective, and unscalable analysis methods. While automated systems offer an alternative, their reliance on axis-aligned Horizontal Bounding Box (HBB) leads to inaccurate exposure metrics when logos appear rotated or skewed due to dynamic camera angles and perspective distortions. This paper introduces ExposureEngine, an end-to-end system designed for accurate, rotation-aware sponsor visibility analytics in sports broadcasts, demonstrated in a soccer case study. Our approach predicts Oriented Bounding Box (OBB) to provide a geometrically precise fit to each logo regardless of the orientation on-screen. To train and evaluate our detector, we developed a new dataset comprising 1,103 frames from Swedish elite soccer, featuring 670 unique sponsor logos annotated with OBBs. Our model achieves a mean Average Precision (mAP @ 0.5) of 0.859, with a precision of 0.96 and recall of 0.87, demonstrating robust performance in localizing logos under diverse broadcast conditions. The system integrates these detections into an analytical pipeline that calculates precise visibility metrics, such as exposure duration and on-screen coverage. Furthermore, we incorporate a language-driven agentic layer, enabling users to generate reports, summaries, and media content through natural language queries. The complete system, including the dataset and the analytics dashboard, provides a comprehensive solution for auditable and interpretable sponsor measurement in sports media. An overview of the ExposureEngine is available online. <sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">1</sup>1https://youtu.be/tRw6OBISuW4