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somm

Agents,
but with taste.

Somm is a sponsorship agent. It reads Qloo's cultural taste graph to find the brands a podcast, tour or team's fans already love, says no to the deals it can't prove, and shows the receipt for every number.

Open a live reportFor brands: vet an offer

How Somm decides

  1. 1

    Reads the fans

    It turns your show, lineup or roster into Qloo entities and builds a fingerprint: who the fans are, where they live, what else they love across music, TV, podcasts and brands.

  2. 2

    Pairs the brands

    For each sponsor category it finds the brands those fans over-index for, then scores each one from five Qloo signals: affinity, love back, age and gender match, geography and momentum.

  3. 3

    Refuses what it can't prove

    Code, not the model, blocks category conflicts and age-restricted deals it can't clear. Pitches are claim-checked: any number without a Qloo receipt is struck before it ships.

Live reports

All reports

Who should sponsor

This Week in Startups

  • Bragi Consumer tech85
  • Evernote Software & SaaS79
  • Coinbase Crypto79

Who should sponsor

Coachella 2026

  • Tommy Hilfiger Apparel87
  • Christian Dior Beauty & grooming83
  • Barclay's Gap Good Rewards Mastercard Banking & cards82

Who should sponsor

Los Angeles Dodgers

  • Nascar Automotive81
  • Nyonair Travel & hospitality81
  • Under Armour Footwear78

Who should sponsor

Call Her Daddy

  • Fab Fit Fun Apparel82
  • Alex and Ani Retail82
  • Free People Apparel80

Which offers to take

Michelob ULTRA

  • KATSEYE Fan Meet-and-Greet TourBlocked
  • The Bill Simmons PodcastConsider
  • StagecoachBlocked

Which offers to take

Celsius

  • This Week in StartupsPass
  • Rolling LoudBlocked
  • Night Shift RadioNot enough evidence
  • Armchair Expert with Dax ShepardConsider

Checked against real deals

We tested Somm on 202 real sponsorships across 24 podcasts, festivals and teams, with the method fixed before the first run. What we found: today's sponsors are no better matched to their fans than brands in the same category that didn't sign. Sponsorship money isn't following taste yet.

Read the results, including what Somm can't do
Real sponsorships checked
202
Today's sponsors vs fan fit, AUC (0.5 is a coin flip)
0.49
Gate traps caught
10/11
Numbers without a receipt
0

Your agent can ask too

Somm runs on Qloo's official MCP server and exposes its own: fan fingerprints, sponsor prospects, fit scores and offer reviews, each with receipts and a link to the full report.

Connect over MCP or HTTP
// any MCP client
{ "mcpServers": { "somm": { "url": "https://somm-494617981995.us-central1.run.app/mcp" } } }

// then ask
fit_score({ property_name: "This Week in Startups", brand: "Celsius", category: "energy_drink" })