Farmers Insurance Group sought Navigate Research’s services in order to measure sponsorship awareness of the Farmers Insurance Open (FIO) PGA title sponsorship and measure the impact of the sponsorship among golf fans and non-fans over 4 years.
Navigate conducted 1,000 nationwide internet-based studies with fans of men’s professional golf and non-fans for a total of 2,000 interviews. Data was analyzed by attendance, viewership and sponsor awareness levels to assess the Farmers Insurance Open PGA title sponsorship.
Navigate provided recommendations of best practices creative and activation ideas based on the unique attributes of Farmers Insurance partnership. Farmers Insurance used these to assess their sponsorship activation strategies going forward to increase their sponsorship awareness
“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