Navigate Research

Industry Insights

As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. This blog shares our knowledge and insights on current events in the sports business, marketing and sponsorship worlds.

Activation Monday – 6.30.14

Navigate Research - Monday, June 30, 2014
Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.

Levi’s Stadium Art Gallery

Levi’s Stadium has captured the spirit of San Francisco by housing over 200 original pieces and 500 photographs (all of museum quality) inside the venue. The Art Collection at Levi’s® Stadium is a great way for Levi’s to build some brand equity and also connect with 49ers fans in a new and different way. It’s also a potential new revenue source and a great way to draw in people to the stadium that aren’t necessarily football crazy.

TD Garden Unveils LinkedIn Lounge

In an effort to connect more with businesses, TD Garden has unveiled a new B2B program for premium season-ticket holders through LinkedIn. The program, called the TD Garden Business Network, is free for partners and sponsors of TD Garden, the Boston Bruins, and the Boston Celtics. LinkedIn is not paying a fee for its marks and logo to be used, but TD Garden did get the company’s consent. By partnering with Umbel, Cisco, and Activate Sports & Entertainment, TD Garden was able to build a viable new business network.

*Please note that Navigate Research is not taking credit for the above deals. We are only showcasing great ideas.*

How Much Has the Social Media Landscape Changed Since the 2010 FIFA World Cup?

Navigate Research - Wednesday, June 25, 2014
Written by Brandon Korody

Before the 2014 World Cup kicked off, an enormous flag was unfurled which covered most of the pitch. Featuring a unique design from Brazilian street artist Speto, the flag was created using over 200,000 pictures sent in from fans across the world. This is one of the more unique ideas implemented by Coca-Cola to engage with consumers via social media during this World Cup.

The 2014 World Cup is really the first to take place at a time when fans can interact with each other from all around the globe. Although Facebook and Twitter existed in 2010, they were not nearly as popular as they are now. In 2010, Facebook had about 177million users, while Twitter had just 20 million. Fast forward 4 years and Facebook now has 1.2 billion users, with Twitter increasing its users over twelve fold, up to 255 million users.

Facebook 2010: 177 million users
Facebook 2014: 1.2 billion users

Twitter 2010: 20 million users
Twitter 2014: 255 million users

Sponsors now have the opportunity to reach fans in a completely different way than past World Cups. Instead of airing commercials or just activating on site, sponsors can now interact with fans across the world on a nearly personal level. For example, Coca-Cola is one of the official sponsors of the World Cup. The company has made it a priority to engage with fans via social media, and it’s easy to see why. In 2010, Coke had 4.1 million likes on Facebook page and a paltry 14,000 followers on Twitter. As of today, Coke has 84 million likes on Facebook and 2.5 million followers on Twitter.

Coke 2010: 4.1 million FB "likes", 14,000 Twitter followers
Coke 2014: 84 million Likes, 2.5 million Twitter followers

To put that into perspective, let’s see how that affects two main aspects of sponsorship: value and awareness.

Based on the potential impressions of Coke’s social media networks, the combined value of one Facebook post and one Tweet in 2010 would have been under $5,000. After the substantial growth of the social networks the past four years, the same combination of one Facebook post and one Tweet would be worth over $100,000 for Coke. Considering Coke averages about 50 tweets a day, the potential value derived from social media alone is quite substantial.

While the potential value is important, it means nothing if people aren’t aware of the sponsorship. According to the Social Media Scoreboard, a study conducted by Navigate Research and Wasserman Media Group, 25 percent of sports fans recall a sponsorship within social media channels. The 25 percent who recall a sponsorship are then 78 percent more likely to perceive that brand positively because of their association with an event.

When you take into account the sheer volume of people on social media for this World Cup, it becomes apparent why sponsors are targeting this medium.

Activation Monday - 6.23.14

Navigate Research - Tuesday, June 24, 2014
Kibon and Santa Marta Cable Cars

Industry: Food
Sport: Soccer
Primary Location: Offsite 
Primary Objective: Awareness

Kibon ice cream invited 10 local artist and an artistic collective to create roof artworks that can be seen from the Santa Marta cable cars which run above the area and are backed and branded by Kibon.

Honda and IndyCar

Industry: Automotive
Sport: Motor sports
Primary Location: Offsite/Social Media
Primary Objective: Awareness

Honda promoted its IndyCar partnership with an innovative speed patrol street stunt which saw brand ambassadors hand out ‘slow citations’ to unsuspecting consumers dawdling on the streets of Chicago.

Johnson & Johnson and FIFA World Cup

Industry: Healthcare
Sport: Soccer
Primary Location: Offsite 
Primary Objective: Fan Engagement

The Johnson & Johnson "Tour of Affection" visited the 12 FIFA World Cup host cities on a branded bus and collected "acts of affection" in the form of blood donations. The drive was based around creating a collective human work of art curated by Brazilian artist Eduardo Srur.

*Disclaimer: Navigate Research was not involved in any of these activations. This blog simply features weekly best practices in sports sponsorship, activation, and innovation*

Spotlight on Navigate

Navigate Research - Thursday, June 19, 2014

Navigate Research Named Among Chicago's Best and Brightest Companies to Work For

CHICAGO, June 19, 2014 /PRNewswire/ -- Navigate Research has been named one of Chicago's Best and Brightest Companies to Work For® in 2014 by the National Association for Business Resources (NABR).  The award is given out toChicago-based companies every year and honors both small and large businesses.

Each company is evaluated on a variety of elements, including:

  • Work-Life Balance
  • Diversity and Inclusion
  • Strategic Company Performance
  • Employee Achievement and Recognition
  • Employee Enrichment, Engagement and Retention

"We are honored to be selected to receive this recognition alongside so many other deserving companies," AJ Maestas, President and Founder of Navigate Research, said. "Navigate is a company that prides itself on being both a meaningful and fun place to work, and this award justifies all the hard work we have put into making it that way."

Winners of these categories will be announced at the Chicago's Best and Brightest Companies to Work For® symposium and awards luncheon on July 21, 2014. In addition to these categories, the company that excelled in all categories will be awarded the "Best of the Best Overall."

About Navigate Research
Navigate Research specializes in the evaluation and measurement of marketing investments, primarily in the sports and entertainment industry.  We help our clients determine the value of their partnerships and understand how they're performing.  We work with a variety of brands and agencies, as well as professional teams and leagues.  Some of our clients include ESPN, NFL, Anheuser-Busch, Southwest Airlines, The Los Angeles Lakers, The Ohio State University and The National Rugby League. 

About "Best and Brightest Companies to Work For®"
The "Best and Brightest Companies to Work For®", a program of the National Association for Business Resources is presented annually in several markets: Detroit, Chicago, Atlanta, San Francisco, Milwaukee, Houston, Grand Rapids and Nationally.  Nominations are now being accepted. Visit to obtain an application.