USAA sought Navigate Research’s help in order to understand the overall impact and awareness value of its sponsorship of the NFL. USAA wanted to understand fan status, sponsorship awareness, impact on brand image and perceptions of USAA due to NFL partnership, likelihood to purchase and recommend, perceived fit, perceived importance, impact of sponsorship components, overall ROO and comparison to Navigate’s comparative database where possible
Navigate conducted four pre- and post-sponsorship research studies among four groups: members, core prospects, newly eligible veterans and the general population.
USAA is utilizing these results to take strategic action to make the partnership even more impactful and continue to make it known that USAA is the military appreciation sponsor.
“Navigate’s approach to analysis and valuation, coupled with insights into sponsor recognition and affinity, have afforded us additional tools to positively impact our existing and prospective partners.”Paxton Wang
Senior Director, Strategic Partnerships