Real Salt Lake sought the help of Navigate Research in order to assess the exposure value a Real Salt Lake jersey sponsor would receive for being featured on the team’s jersey, as well as the comprehensive package of sponsorship assets that accompany the jersey in such a partnership.
Navigate assessed the overall exposure value a potential new jersey sponsor would receive from the sponsorship assets the club would allocate for the new partner. Navigate also provided benchmarking information, prospective sponsor profiles, as well key insights to help guide Real Salt Lake during its search and acquisition of a new jersey partner.
Although Salt Lake City is one of the smallest markets in the MLS, Real Salt Lake signed one of the largest MLS jersey deals at $30 million over 10 years. The current deal is worth three times more per year than the previous fee and about $1.3 million more per year than the stadium naming-rights deal.
“Throughout our recent RSL jersey-front sponsorship selling process, we exclusively used Navigate Research for the partnership valuation. We had substantive C-level presentations/discussions with four (4) separate companies, and not one person ever questioned the validity or legitimacy of any of the data or valuations that Navigate Research provided, despite the fact that we were proposing a 250% increase over our prior deal. At the end, we successfully secured one of the top MLS jersey deals, with a ten (10) year commitment fully valued at the Navigate Research valuation.” – Andy Carroll, VP of Corporate Partnerships
“You name a scenario, they modeled it. They ran 40,000 simulations.”Bob Bowlsby