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.
“Attn: Sports Properties - Check out AJ Maestas and @Navigate_Res...The work they are doing is changing the face of #sportsbiz”via Twitter: @BlainSkinner
Blain Skinner, Executive Director of Corporate Sponsorships, LA Lakers