Licensing / co-brand · Chicago Bulls → target #6 of 8

47

An established, accessible, and high-quality provider of licensed sports headwear and apparel for dedicated fans of professional and collegiate teams.

Founded 1947 · Parent: Twins Enterprise, Inc. · Competes with New Era, Mitchell & Ness, Fanatics, Nike · Partnerships: MLB, NBA, NFL

Corporate details are Qloo entity data.

Advance

70.1F / 100

100% of the weighted evidence measured

Why this verdict

F 70.1 >= 67 and no red flags.

Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.

Six audience metrics

Bar = this target; tick = shortlist average.

m1 Two-way audience affinity

0.88

Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.

m2 Taste-profile overlap

0.39

Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.

m3 Cross-domain agreement

0.87

How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.

m4 Demographic alignment

0.69

Similarity of the two audiences’ age and gender over-index profiles.

m5 Geographic footprint

0.40

Correlation of metro-level audience affinity, relative to the screened cohort.

m6 Momentum

0.61

Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.

How F is built

Points each metric adds (weights for Licensing / co-brand, renormalised over what Qloo could measure).

Metric	Weight	Points
Two-way audience affinity	0.35	30.8
Taste-profile overlap	0.10	3.9
Cross-domain agreement	0.20	17.4
Demographic alignment	0.10	6.9
Geographic footprint	0.20	8.1
Momentum	0.05	3.0
F		70.1

Qloo explainability: the buyer-side signals driving the forward affinity are Chicago Bulls (1.00).

Where the audiences meet, across culture

The buyer audience’s top titles in each domain, ranked by how strongly 47’s audience embraces them.

Music0.98

Embraced: Future, Young Thug, Migos · Least shared: French Montana, Gucci Mane, Bobby Shmurda

TV0.89

Embraced: Ballers, The Offer, Colin in Black & White · Least shared: Man in the Arena, Tiger, McGregor Forever

Film0.77

Embraced: Coach Carter, Iverson, Glory Road · Least shared: Shooting Stars, Stephen Curry: Underrated, Magic & Bird: A Courtship of Rivals

Podcasts0.85

Embraced: The Russillo Show, The Bill Simmons Podcast, The Dan Patrick Show · Least shared: The Athletic NBA Daily, Hoops on Fox Podcast, The Right Time with Bomani Jones

Taste profile overlap

28 of 72 top taste tags shared.

Both over-index on

Hip Hopraptrapafrican americanamerican footballrhythm & blueselectronicfamily relationships

Buyer only

Ice Cream Sandwich, American, chicago, European, rapper

47 only

Truffle Fries, Stadium, stand up comedy, american football sport, Arena

Audience shape

Chicago Bulls (buyer) 47

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

z = 0.64 relative to the screened cohort (2025-10-01).

Footprint overlap for distribution

White space: 47 strong, buyer weak Shared stronghold Other metros

White space

Boston, Providence, Hartford, Los Angeles, Pittsburgh, Cleveland, Buffalo, San Jose

Shared strongholds

Omaha, Kansas City, Phoenix

Bull vs bear

8 of 10 claims survived the judge; 2 rejected for citing numbers not in the ledger or misreading them.

Bull: for the deal

Momentum is the clearest strength: the target's recent audience affinity has risen above its prior baseline, with a z-score well above the shortlist average, and no red flags were raised by the code.
t5-m6.z = 0.6394t5-m6.shortlistAverages.z = 0.1143
Shared taste profile is a strength: 28 tags are shared between the Bulls and 47 audiences, above the shortlist average of 26.125, and the aggregate overlap value of 0.385 reads as a strength against the shortlist.
t5-m2.sharedCount = 28t5-m2.value = 0.3851
Cross-domain agreement is strongest in music, where the audience affinity score of 0.978 for the target beats the shortlist average of 0.916, with shared artists such as Future and Young Thug, supporting a co-brand built on hip-hop culture.
t5-m3.domains[0].score = 0.9779t5-m3.shortlistAverages.domains[0].score = 0.9165
The shared audience skews toward the same sports and media touchpoints, as the target's podcast affinity of 0.849 sits alongside the Bulls' basketball-adjacent interests, offering a route to reach NBA-engaged fans; the aggregate weakness on the top-20 missing share is a point of diligence rather than a barrier.
t5-m3.domains[3].score = 0.8487
Rejected by the judge: cites m3 Cross-domain agreement "domains[3].score" = 0.8487 as a strength, but it is below the shortlist average (0.8623)
The main bear point, the geographic footprint, is partly offset in the bull case: the code raised no NO_GEO_OVERLAP flag, and the target's footprint correlates weakly with the Bulls' own, which leaves room to grow outside the Bulls' home market through its strongholds like Omaha and Kansas City.
NO_GEO_OVERLAP
t5-m5.value = 0.404t5-m5.whiteSpaceCount = 9
Rejected by the judge: nothing to mitigate: the code rules did not raise NO_GEO_OVERLAP

Bear: against, or diligence first

The composite score of 70.05 sits just below the shortlist average of 70.61, so the target does not outperform its peers on the blended measure despite full data coverage.
t5-score.F = 70.05t5-score.shortlistAverages.F = 70.61
Two-way audience affinity between 47 and the Chicago Bulls is 0.88, below the shortlist average of 0.89, so the shared audience is weaker than peers and the code reads it as a weakness.
t5-m1.value = 0.8801t5-m1.shortlistAverages.value = 0.8918
Cross-domain agreement is 0.87 against a shortlist average of 0.88; the music domain is the only strength, while TV, film and podcast audiences over-index less consistently with 47 than the peer set does.
t5-m3.value = 0.8704t5-m3.shortlistAverages.value = 0.8841t5-m3.domains[2].score = 0.7657t5-m3.shortlistAverages.domains[2].score = 0.8397
Demographic alignment is weak: the cosine similarity between the buyer and target age-gender profiles is 0.38, and the biggest gap is in the 30 to 34 bucket, where the buyer sits at -0.81 and the target at 0.43, so the aggregate audiences diverge in that cohort.
t5-m4.cosine = 0.3757t5-m4.biggestGap.buyer = -0.81t5-m4.biggestGap.target = 0.43
Geographic footprint is weak: the correlation of buyer and target metro affinities is -0.19 against a shortlist average of -0.13, and nine metros are white space where the buyer's audience is strong but 47's is not, which limits co-activation beyond the buyer's core markets.
t5-m5.correlation = -0.192t5-m5.shortlistAverages.correlation = -0.1309t5-m5.whiteSpaceCount = 9

IC memo

Number check passed: 32 number(s), all in the evidence ledger.Written by claude-haiku-5-5

47: ADVANCE

Recommendation. Advance 47 to a co-brand pilot discussion. The verdict rule was F 70.1 >= 67 with no red flags. Composite F is 70.1 (rank 6 of 8), just below the shortlist average of 70.6, so the case rests on a few strong measures rather than broad outperformance.

Where the audiences meet. The strongest validated evidence is in music. The aggregate audience affinity for the target is 0.978, against a shortlist average of 0.916, with shared artists Future and Young Thug. This supports a co-brand built on hip-hop culture. Shared taste is also a strength: 28 tags are shared between the Bulls and 47 audiences, above the shortlist average of 26.125, and the overlap value of 0.385 reads as a strength. Momentum is the clearest strength. Recent audience affinity has risen above its prior baseline, with a z-score of 0.64 against a shortlist average of 0.11.

Risks.

Two-way audience affinity between 47 and the Chicago Bulls is 0.88, below the shortlist average of 0.89. The shared audience is weaker than peers.
Cross-domain agreement is 0.87 against a shortlist average of 0.88. Only music is a strength. TV, film and podcast audiences over-index less consistently than the peer set.
Demographic alignment is weak. Cosine similarity is 0.38. The largest gap is in the 30 to 34 bucket, where the buyer sits at -0.81 and the target at 0.43.
Geographic footprint is weak. The metro correlation is -0.19 against a shortlist average of -0.13. Nine metros are white space where the buyer's audience is strong but 47's is not.
No red flags were raised by the code.

Diligence questions

What would a co-branded pilot between the Chicago Bulls and 47 show in the music-led segment, given the aggregate strength there?
Can the pilot test whether the 30 to 34 cohort gap narrows with product or channel changes?
Which of the nine white-space metros justify paid activation, and what would the cost be?
Does the momentum signal hold over a longer window than the one used here?
Can the TV, film and podcast gaps be closed through content partnerships?

Aggregate audience affinities from Qloo, not predictions about individuals. Not investment advice.

Provenance: 26 Qloo calls behind this target

Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.

Endpoint	Status	Result	Source
/v2/insights	ok	18 of 18 candidates scored	live 99 ms
/v2/insights	ok	18 profile(s)	cache
/v2/insights	ok	50 taste tag(s)	live 850 ms
/v2/insights	ok	25 recommended movie(s)	live 1392 ms
/v2/insights	ok	25 recommended tv_show(s)	live 1463 ms
/v2/insights	ok	demographics for 9 of 9 entities	live 1515 ms
/v2/insights	ok	25 recommended podcast(s)	live 1791 ms
/v2/insights	ok	25 recommended artist(s)	live 3353 ms
/v2/insights	ok	8000 heatmap cell(s) in United States	live 3816 ms
/v2/trending	ok	47 trend point(s)	cache
/v2/trending	ok	47 trend point(s)	cache
/v2/trending	ok	47 trend point(s)	cache
/v2/trending	ok	47 trend point(s)	cache
/v2/trending	ok	47 trend point(s)	cache
/v2/trending	ok	47 trend point(s)	live 324 ms
/v2/trending	ok	47 trend point(s)	live 324 ms
/v2/trending	ok	47 trend point(s)	live 346 ms
/v2/trending	ok	47 trend point(s)	live 349 ms
/v2/insights	ok	50 taste tag(s)	cache
/v2/insights	ok	5327 heatmap cell(s) in United States	cache
/v2/insights	ok	25 of 25 candidates scored	live 6047 ms
/v2/insights	ok	1 of 1 candidates scored	live 6180 ms
/v2/insights	ok	25 of 25 candidates scored	live 6456 ms
/v2/insights	ok	25 of 25 candidates scored	live 6725 ms
/v2/insights	ok	25 of 25 candidates scored	live 6965 ms
/v2/analysis/compare	ok	0 shared catalogue tag(s)	live 7172 ms

Evidence rows (what bull, bear and the judge see)

[
 {
  "id": "t5-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
 },
 {
  "id": "t5-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
   "a": 0.880054330056682,
   "b": 0.880054330056682,
   "ratio": 1,
   "value": 0.880054330056682,
   "reverse": [
    {
     "id": "D4AD32CC-571E-4DBC-AD6A-D9C53D98D999",
     "name": "Chicago Bulls",
     "affinity": 0.880054330056682
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "a": 0.8917794070251019,
   "b": 0.8917794070251019,
   "ratio": 1,
   "value": 0.891779407025102
  }
 },
 {
  "id": "t5-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
   "value": 0.3851167843563281,
   "shared": [
    {
     "id": "urn:tag:genre:music:hip_hop",
     "name": "Hip Hop",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:rap",
     "name": "rap",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:trap",
     "name": "trap",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:african_american",
     "name": "african american",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:american_football",
     "name": "american football",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:rhythm_blues",
     "name": "rhythm & blues",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:electronic",
     "name": "electronic",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:family_relationships",
     "name": "family relationships",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "coverage": 1,
   "buyerOnly": [
    {
     "id": "urn:tag:specialty_dish:place:ice_cream_sandwich",
     "name": "Ice Cream Sandwich",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:place:restaurant:american",
     "name": "American",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:genre:music:chicago",
     "name": "chicago",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:place:restaurant:european",
     "name": "European",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:keyword:media:rapper",
     "name": "rapper",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "targetOnly": [
    {
     "id": "urn:tag:specialty_dish:place:truffle_fries",
     "name": "Truffle Fries",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:place:stadium",
     "name": "Stadium",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:keyword:media:stand_up_comedy",
     "name": "stand up comedy",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:american_football_sport",
     "name": "american football sport",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:place:arena",
     "name": "Arena",
     "subtype": "urn:tag:genre:place"
    }
   ],
   "unionCount": 72,
   "sharedCount": 28,
   "buyerTop20MissingShare": 0.35
  },
  "shortlistAverages": {
   "value": 0.3545728547479838,
   "sharedCount": 26.125,
   "buyerTop20MissingShare": 0.3375
  }
 },
 {
  "id": "t5-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
   "value": 0.8704338594453779,
   "domains": [
    {
     "type": "urn:entity:artist",
     "clash": [
      {
       "name": "French Montana",
       "affinity": 0.9703825476161398
      },
      {
       "name": "Gucci Mane",
       "affinity": 0.9718847940405946
      },
      {
       "name": "Bobby Shmurda",
       "affinity": 0.9726089834447686
      }
     ],
     "label": "Music",
     "score": 0.977876918154526,
     "shared": [
      {
       "name": "Future",
       "affinity": 0.9878741672185747
      },
      {
       "name": "Young Thug",
       "affinity": 0.9862253716426879
      },
      {
       "name": "Migos",
       "affinity": 0.9847830079068273
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
      {
       "name": "Man in the Arena",
       "affinity": 0.8590087445799848
      },
      {
       "name": "Tiger",
       "affinity": 0.86319081950525
      },
      {
       "name": "McGregor Forever",
       "affinity": 0.8670335861713984
      }
     ],
     "label": "TV",
     "score": 0.8894400539259043,
     "shared": [
      {
       "name": "Ballers",
       "affinity": 0.9239332455476101
      },
      {
       "name": "The Offer",
       "affinity": 0.9182220512725233
      },
      {
       "name": "Colin in Black & White",
       "affinity": 0.9177896581940096
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:movie",
     "clash": [
      {
       "name": "Shooting Stars",
       "affinity": 0.7050634311627699
      },
      {
       "name": "Stephen Curry: Underrated",
       "affinity": 0.7106817986029456
      },
      {
       "name": "Magic & Bird: A Courtship of Rivals",
       "affinity": 0.7392735292573088
      }
     ],
     "label": "Film",
     "score": 0.7657495778911704,
     "shared": [
      {
       "name": "Coach Carter",
       "affinity": 0.812475390374828
      },
      {
       "name": "Iverson",
       "affinity": 0.7961756185417469
      },
      {
       "name": "Glory Road",
       "affinity": 0.79310278497196
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:podcast",
     "clash": [
      {
       "name": "The Athletic NBA Daily",
       "affinity": 0.8126978732708201
      },
      {
       "name": "Hoops on Fox Podcast",
       "affinity": 0.8156534260094763
      },
      {
       "name": "The Right Time with Bomani Jones",
       "affinity": 0.8169747314893588
      }
     ],
     "label": "Podcasts",
     "score": 0.8486688878099109,
     "shared": [
      {
       "name": "The Russillo Show",
       "affinity": 0.8874624752172573
      },
      {
       "name": "The Bill Simmons Podcast",
       "affinity": 0.8868966065175404
      },
      {
       "name": "The Dan Patrick Show",
       "affinity": 0.8856404597911646
      }
     ],
     "expected": 25,
     "returned": 25
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "value": 0.8841334655475053,
   "domains[0].score": 0.9164584390301476,
   "domains[1].score": 0.9181011755683315,
   "domains[2].score": 0.8396970546564967,
   "domains[3].score": 0.8622771929350453
  }
 },
 {
  "id": "t5-m4",
  "label": "m4 Demographic alignment",
  "data": {
   "buyer": {
    "male": 0.55,
    "female": -0.55,
    "25_to_29": 0.21,
    "30_to_34": -0.81,
    "35_to_44": -0.56,
    "45_to_54": 0.01,
    "55_and_older": 0.02,
    "24_and_younger": 0.02
   },
   "value": 0.6878340517782304,
   "cosine": 0.37566810355646085,
   "target": {
    "male": 0.51,
    "female": -0.51,
    "25_to_29": 0.30000000000000004,
    "30_to_34": 0.43,
    "35_to_44": -0.73,
    "45_to_54": 0.33,
    "55_and_older": -0.74,
    "24_and_younger": 0.08
   },
   "coverage": 1,
   "biggestGap": {
    "buyer": -0.81,
    "bucket": "30_to_34",
    "target": 0.43
   }
  },
  "shortlistAverages": {
   "value": 0.6883574717414059,
   "cosine": 0.3767149434828121
  }
 },
 {
  "id": "t5-m5",
  "label": "m5 Geographic footprint",
  "data": {
   "value": 0.40399637753501516,
   "coverage": 1,
   "metroCount": 55,
   "whiteSpace": [
    {
     "lat": 42.3601,
     "lon": -71.0589,
     "buyer": 0.8596350923575807,
     "metro": "Boston",
     "target": 0.9671923099430688,
     "buyerRel": -0.0716662843189193,
     "targetRel": 0.03589093326656878
    },
    {
     "lat": 41.824,
     "lon": -71.4128,
     "buyer": 0.8155106444392848,
     "metro": "Providence",
     "target": 0.9394369883423109,
     "buyerRel": -0.09241854138720607,
     "targetRel": 0.03150780251582008
    },
    {
     "lat": 41.7658,
     "lon": -72.6734,
     "buyer": 0.8384254466398543,
     "metro": "Hartford",
     "target": 0.8925411137921895,
     "buyerRel": -0.06801779433138855,
     "targetRel": -0.01390212717905337
    },
    {
     "lat": 34.0522,
     "lon": -118.2437,
     "buyer": 0.9416455233001693,
     "metro": "Los Angeles",
     "target": 0.9375839397118698,
     "buyerRel": -0.024511878244730223,
     "targetRel": -0.028573461833029667
    },
    {
     "lat": 40.4406,
     "lon": -79.9959,
     "buyer": 0.8296836422793037,
     "metro": "Pittsburgh",
     "target": 0.8563939501858312,
     "buyerRel": -0.06105551961851763,
     "targetRel": -0.03434521171199012
    },
    {
     "lat": 41.4993,
     "lon": -81.6944,
     "buyer": 0.9110856126618676,
     "metro": "Cleveland",
     "target": 0.8951722437625654,
     "buyerRel": -0.025409880345924618,
     "targetRel": -0.04132324924522679
    },
    {
     "lat": 42.8864,
     "lon": -78.8784,
     "buyer": 0.8143400826658372,
     "metro": "Buffalo",
     "target": 0.8626772971897237,
     "buyerRel": -0.09041931199092956,
     "targetRel": -0.042082097467043056
    },
    {
     "lat": 37.3382,
     "lon": -121.8863,
     "buyer": 0.8724995966915574,
     "metro": "San Jose",
     "target": 0.8865282521547496,
     "buyerRel": -0.05794092425712394,
     "targetRel": -0.04391226879393173
    }
   ],
   "correlation": -0.19200724492996965,
   "strongholds": [
    {
     "lat": 41.2565,
     "lon": -95.9345,
     "buyer": 0.8411972591205571,
     "metro": "Omaha",
     "target": 0.7588066056952388,
     "buyerRel": 0.053224947129118294,
     "targetRel": -0.029165706296199967
    },
    {
     "lat": 39.0997,
     "lon": -94.5786,
     "buyer": 0.8667575470065781,
     "metro": "Kansas City",
     "target": 0.8393899735218094,
     "buyerRel": -0.0012288060928712374,
     "targetRel": -0.02859637957763994
    },
    {
     "lat": 33.4484,
     "lon": -112.074,
     "buyer": 0.938552500218514,
     "metro": "Phoenix",
     "target": 0.8805544157900924,
     "buyerRel": 0.011419932458160975,
     "targetRel": -0.046578151970260606
    }
   ],
   "whiteSpaceCount": 9,
   "relativeToCohort": true
  },
  "shortlistAverages": {
   "value": 0.4345477483481854,
   "correlation": -0.1309045033036292
  }
 },
 {
  "id": "t5-m6",
  "label": "m6 Momentum",
  "data": {
   "z": 0.6393760640562185,
   "value": 0.6065626773427031,
   "priorSd": 0.01086594282785001,
   "coverage": 1,
   "priorMean": 0.6063216557878437,
   "normalised": true,
   "recentMean": 0.6191091770689681
  },
  "shortlistAverages": {
   "z": 0.11430341929896531,
   "value": 0.5190505698831609
  }
 },
 {
  "id": "t5-profile",
  "label": "Qloo entity profile: 47",
  "data": {
   "name": "47",
   "drivers": [
    {
     "name": "Chicago Bulls",
     "score": 1
    }
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 {
  "id": "t5-score",
  "label": "Composite score",
  "data": {
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]