Southwest Airlines sought the help of Navigate Research in order to understand and measure the effectiveness of each of its sponsorships packages.
Southwest purchased Navigate’s online proprietary tool, The Sponsorship Navigator™, which allowed Southwest to evaluate their current and potential sponsorships. The Navigator measured a number of elements, such as– TV, radio, online, social media, signage, hospitality and earned media.
The Navigator allowed Southwest to calculate the fair market value for each of its current and potential sponsorships. In turn, Southwest was able to quickly asses the performance of its packages, as well as evaluate any potential sponsorship opportunities.
“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