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.

Navigate Daily Roundup - 6.5.14

Navigate Research - Thursday, June 05, 2014

SportsBusiness Journal put out an article yesterday talking about the sponsorship investment Call 811 made with California Chrome jockey Victor Espinoza before the Kentucky Derby. 

“Virginia-based nonprofit Common Ground Alliance "paid $30,000 to have its 'Call 811' logo emblazoned down the right pant leg" of California Chrome jockey Victor Espinoza during the Kentucky Derby, and "after appealing to its members, it was able to secure $89,000 to keep the Chrome placement" through the Preakness and Belmont Stakes, according to Christopher Heine of ADWEEK.”

So, how much value has the Common Ground Alliance gotten in return for its investment? Quite a bit. According to our estimates, the Call 811 logo has generated an earned media equivalency of somewhere between $800K and $1.2 million during California Chrome’s historic march towards a Triple Crown.

Other interesting sponsorship news:

Dunkin’ Donuts finds mobile offers and sports play well together (Mobile Commerce Daily)

- Dunkin’ Donuts is leveraging the power of mobile and sports by teaming up with the New York Mets and Yankees for the “NY Wins; You Score!” promotion. Users in New York that use the Dunkin’ mobile app will get a coupon offer for a 99-cent large coffee following a win by either team.

Six lessons for powerful event social media

- Great article from Richard Ayers on digital strategies to transform connections between brands, audiences, and sponsors. At Navigate, we know that social media is the most effective spend in sports sponsorship. This article gives some great tips on creating content that properly leverages the social asset. 

Google Blog Post: Sports Fans and the Second Screen

- Google put up a great blog post discussing how to properly engage sports fans via the second screen. Lots of good tips in here for sports business professionals.