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 6.12.14

Navigate Research - Thursday, June 12, 2014
Today is the long awaited start of the 2014 FIFA World Cup. If you haven’t noticed lately, America is finally catching up to most of the rest of the world in its love for the sport. An incredible amount of soccer related content has been consumed on YouTube in the recent days, so it will be interesting to see the numbers on TV consumption after this year’s event.

World Cup USA 1994: A Look Back at Sports Marketing and Sponsorship

A lot has changed since the USA hosted the World Cup all the way back in 1994, and Premier Sports Management takes an nostalgic look back on the event and also what has changed in the marketing and sponsorship world since those days. (Hint: It’s a lot.)

Seven Most Bizarre Sponsorship Deals in Football (Soccer)

Julian Shea from Metro UK put out an interesting article on Monday about the oddest sponsorship deals in soccer in European Soccer. Manchester United’s new pharmaceutical deal in Korea ranks pretty highly.

Navigate Daily Round Up – 6.11.14

Navigate Research - Wednesday, June 11, 2014
Italian Football Club AS Roma Partners with CAA Sports For Naming Rights Deal

AS Roma, an Italian football club, is seeking to sell global naming rights on its new 52,500-seat stadium and entertainment venue. The venue will hold roughly 200 events per year (football matches, concerts, etc). AS Roma would officially begin play in this stadium in the 2016-17 season.

Obviously, this is a major sponsorship opportunity for companies looking to make a global splash. AS Roma also clearly wants to build its brand internationally, a smart move. Could this be an opportunity for a US-based company to take advantage of the growing popularity of soccer (football)?

Gatorade Responds in Real Time to LeBron Cramping
Gatorade made a big splash in the social media world after game one of the NBA finals, (not so) subtly reminding everyone that LeBron prefers “to drink other stuff.”

Powerade had a pretty solid response after LeBron powered back with an impressive performance and a victory in game two. Brand chatter on social media is always fun to watch.

Yocha Dehe Wintun Nation Runs Anti-Redskins Ad During NBA Finals Game Three

The Washington Redskins nickname has been in the media a lot recently, and it will be interesting to see how the NFL and commissioner Roger Goodell react after the ad from the Yocha Dege Wintun Nation ran last night.

Navigate Daily Roundup - 6.10.14

Navigate Research - Tuesday, June 10, 2014
Usually, summer is reserved for baseball. However, the FIFA World Cup captures the hearts and minds of sports fans around the globe every four years, and 2014 is the latest installment in that love story. Never before have fans had more content to consume, more access to coaches to players, and more of a chance to connect with the countries and teams they love than now. Social and digital media have provided a wave of new touch points and opportunities for brands, teams, players, and coaches alike. For that reason, today’s content in the daily roundup will focus on FIFA World Cup stories.  

Facebook launches Trending World Cup hub for soccer fans to keep in touch with the action in Brazil

Facebook is always trying to find new ways to integrate itself into the daily lives and habits of people, and the latest attempt is launching a Trending World cup hub where fans can look at things that are trending surrounding the 2014 FIFA World Cup.

World Cup ads aim to build brands, entertain

We all know that the World Cup is about more than just soccer, and brands seem to have universally embraced that this year. Yet, the World Cup is also big business. Sponsors of the world’s biggest event will pay FIFA upwards of $1.5 billion to get in on the action (about $76 million per sponsor). The World Cup seems to have embraced the idea of building brands alongside its event, a great strategy to help its partners achieve maximum exposure and ROI on their large investments

Nike Ambush Marketing

If you’re not a loyalist and faifthful soccer fan and already know that adidas is the official sponsor of the World Cup, you might get confused based on Nike’s impressive World Cup ambush marketing campaign. Leveraging its impressive stable of soccer athletes (Ronaldo, Neymar Jr., Rooney, and more), Nike has created a “Winner Stays” campaign that gives off the vibe that Nike—not adidas—is the official sponsor of the World Cup.

Activation Monday - 6.9.14

Navigate Research - Monday, June 09, 2014
Each Monday, we will share our insights of the latest innovative sponsorship activation in sports. Internally, our GAS (Gurus of Activation in Sponsorship) keep an eye out for the leading trends in sports sponsorship activation, and we want to share some of those insights with you.

Pepsi Offers #Drinks4Skills via Gaming Vending Machine

Pepsi has rolled out hybrid vending machines with an
interactive gaming experience targeted at soccer fans in the US and Europe. For
a little time, users can showcase their skills and get a free drink. Fans using
the #FutbolNow drink dispenser play as series of football tricks, and the drink
machine displays an avatar mimicking the moves via Microsoft Kinect technology.

This is yet another example of ambush marketing surrounding
the 2014 FIFA World Cup, with Pepsi trying to gain some market awareness
despite not being the official sponsor. It leverages Pepsi’s array of soccer
player ambassadors to make people associate Pepsi with the World Cup rather
than Coca Cola.</p>

Adidas Anthropomorphic Bruzuca World Ball Tour


An official FIFA sponsor, adidas is all in for the 2014
World Cup, expecting to increase revenues by more than $2 billion surrounding
the worldwide event. In conjunction with agency TWBA, adidas developed a ball
with six cameras inside and sent it on a journey throughout the world.</p>

The cameras were used to film images used in a web-episode
series featuring pickup games and behind-the-scenes footage from adidas player
ambassadors. Adidas even created a special Twitter account for the ball