MLS retained Navigate Research to understand the customer perspective on its strengths and weaknesses.
Navigate completed fan studies with more than 6,500 season ticket holders from all 15 MLS clubs, assessing season ticket holders’ experiences, behaviors, interests and purchase barriers.
Navigate analyzed and reported findings to the League office and to each MLS club to provide individualized and comparative insights. The League and clubs used the information to make critical decisions for the season ticket renewal period, including offering referral programs and making changes to seating configurations.
“Regardless of objectives, Navigate is committed to developing a strategic approach and arming MSG with all of the relevant information needed to be more successful.”Justin Johnson
Senior Vice President, Partnership Strategy