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.

Comparing Sponsorship Impact for Major U.S. Sports Leagues Part 2

Navigate Research - Tuesday, July 14, 2015

Written by Matt Balvanz

Blog Series:  Comparing Sponsorship Impact for Major U.S. Sports Leagues
Focus:  Driving Awareness 

Over the next several months, we will continue to reveal analytical insights surrounding the effectiveness and impact of sponsorships across the major sports leagues in the US (i.e., NFL, MLB, NBA, NHL and MLS). These insights will focus on metrics such as awareness, consideration, likelihood to recommend, and a handful of others. This post will focus on awareness, and the best performing leagues in driving the needle for this metric.

According to research conducted by Navigate, MLS is the best platform for driving sponsorship awareness. So, when asked on an aided (provided a list of possible sponsors) or an unaided (asked to name the sponsor of a specific industry) basis, MLS fans identify sponsors correctly more often than any other league’s fans. In fact, MLS sponsorship awareness outperforms all other leagues by 10-20 percentage points.

However, when it comes to driving awareness among non-fans, the NHL and the NFL are the best performing leagues. It is important to understand the baseline level of awareness when conducting primary market research, so that true sponsorship impact can be evaluated in isolation. So, in the case of the NHL and the NFL, sponsorships have the largest head start, as 32% of non-fans are aware of the average sponsors of these leagues.

Lastly, when isolating the lift in awareness between fans and non-fans, MLS outperforms all other leagues by a wide margin. On average, MLS fans are over 2x as likely to be aware of sponsorships as non-fans. Other leagues drive awareness at a rate of 1.5x – 1.7x.

So, to quickly summarize the best performers of impacting purchase intent among the major US sports leagues:

  • MLS – Best at Driving Awareness among Fans
  • NHL and NFL – Best at Driving Awareness among Non-Fans
  • MLS – Best at Increasing Awareness between Fans and Non-Fans

For more detailed impact metrics across leagues or consultation on how to improve purchase influence for your sponsorships, please contact Navigate Research.

    

Heineken Champions League Trophy Tour

Navigate Research - Wednesday, June 24, 2015

U.S. soccer Fans get to experience the iconic Champions league trophy in New York, Los Angeles, and Dallas sponsored by Heineken. 

Photo from Goal.com by Edelman

Welcome to the Navigate Blog!

Navigate Research - Wednesday, June 04, 2014

Welcome to the new and improved Navigate blog! As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. We’ll be using this blog to share some of that knowledge as well as comment on the current events of the sports business, marketing, and sponsorship worlds.

Things you can look for on the Navigate blog:

-          Daily sponsorship link roundup: Most mornings, we’ll post a quick post of the most interesting and relevant things in the sports marketing and sponsorship worlds. It will be a link round up that allows easy access to ideas.

-          Posts from our experts: Each week, we will feature a new blog post from one of our employees talking about current trends in the industry or commenting on a recent campaign or article that caught his or her eye.

-          Activation best practices: Every now and then, we’ll pull great examples of sponsorship activation from our databases and share them here on the blog for creative inspiration.

Comments/questions/ideas? We’d love to hear from you. Reach out to us on Twitter at @Navigate_Res or contact Preston McClellan via email at preston.mcclellan@navigateresearch.com.