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.

101 Best and Brightest Companies to Work for in 2017

Julie Frank - Monday, January 29, 2018
Navigate Research, a trusted advisor to leading brands and organizations in sports and entertainment, announced today that they have won the 2017 National "Best and Brightest Companies to Work For®” award from the National Association for Business Resources (NABR) for the fourth consecutive year.  Navigate also won the National “Best and Brightest Companies to Work For” award in 2014, 2015, and 2016.

Navigate was the only company of its kind to make the “101 Best and Brightest Companies to Work for” list. Navigate was the only company of its kind to make the prestigious list, an honor fit for the hard work and dedication our employees show everyday. 

Navigate is also a proud winner of Chicago’s “Best and Brightest Companies to Work For” (2017, 2016, 2015, 2014).  Other awards include the 2015 SportsBusiness Journal Forty Under 40 (AJ Maestas) and Forbes’ “10 Best Organizations to Work For in Sports”. 


The Research Edge: Naming Rights & Music

Navigate Research - Wednesday, February 15, 2017
Introducing "The Research Edge: Naming Rights & Music” – the first in a series of one-page white papers Navigate will be releasing throughout the year to share industry trends and recommendations based on our research. 


Navigate Research wins national award for third year in a row

Julie Frank - Tuesday, December 20, 2016

Navigate Research wins national award for third year in a row

 Navigate Research, an industry leader in evaluating and measuring marketing investments in sports and entertainment, announced today that they have won the 2016 National "Best and Brightest Companies to Work For®” award from the National Association for Business Resources (NABR).  Navigate won the National “Best and Brightest Companies to Work For” award in 2014 and 2015.

Navigate is also a proud winner of Chicago’s “Best and Brightest Companies to Work For” (2016, 2015, 2014).  Other awards include the 2015 SportsBusiness Journal Forty Under 40 (AJ Maestas) and Forbes’ “10 Best Organizations to Work For in Sports”. 



About Navigate Research

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

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.  The Evaluation Process included representatives from the Best and Brightest team working with the over 450 companies to identify their strengths and opportunities through an in-depth evaluation.

Participants' practices were bench-marked against other participants in their region and across the nation. This multifaceted approach created a rich assessment that provided opportunities for expert analysis reports, competitive comparisons overall assessment of other factors including Return on Investment.

Circle Sport-Leavine Family Racing’s new sponsorship packages offer guaranteed media impressions

Navigate Research - Monday, June 20, 2016

SPORTSBUSINESS JOURNAL

By Adam Stern, Staff Writer 
Single-car NASCAR Sprint Cup team Circle Sport-Leavine Family Racing has begun operating under a new sponsorship model that offers companies guaranteed media impressions, a move believed to be the first of its kind in the sport.

Under the standard sponsorship model for the sport, brands pay teams for a predetermined amount of assets, such as paint schemes, driver appearances and social/digital integration. Outside of make-goods or other concessions, the value of the deal generally is constant regardless of how much exposure ultimately is generated by those assets.

Under Circle Sport-Leavine Family Racing’s new model, which is akin to television ad guarantees, sponsors can buy one of three packages that come with a set number of cost-per-thousand impressions, or CPMs. A bronze package comes with 50 million impressions at $7 CPM, or $350,000 total; a silver package worth 300 million impressions comes at $4.60 CPM, or $1.38 million; and a gold one worth 1 billion impressions comes at $3 CPM, or $3 million.

That number, which can be reached by doing anything from getting on TV during races to getting mentioned on social or digital media, must be met before a deal expires.

In comparison, a typical primary Sprint Cup team sponsorship for the 36-race season ranges from $3 million for a backmarker to $30 million for a top car.

“Working with previous teams and clients, every partnership I ever put together always went back to what [the sponsor’s] total CPM was when they were looking at re-upping or getting back into it,” said Joe Chisholm Jr., new business specialist for CS-LFR, who helped put the program together. “So we said, ‘Let’s create a program with a focus on this and then create a model where we can easily display this to the partner upfront.’”

CS-LFR has already found one new taker for the system in internet security company Malwarebytes, which is coming aboard for the rest of 2016 in a deal that is valued in the mid to high six figures and will be unveiled this week. CS-LFR, which charged low six figures per race for primary sponsorship under the old model, is working with third-party research firms Navigate Research, IEG and Repucom on the effort. Sponsors are able to choose any of those companies to produce biweekly reports.

The model is seen as most likely to appeal to media-heavy business-to-consumer brands that are eyeing social and digital media as mediums that can make up for a potential lack of TV time during races.

http://www.sportsbusinessdaily.com/Journal/Issues/2016/06/20/Marketing-and-Sponsorship/Circle-Sport-Leavine-Family-Racing.aspx?hl=navigate%20research&sc=0