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.

Sponsorship Activation Wednesday 5.27.15

Navigate Research - Wednesday, May 27, 2015

The Rolling Stones were featured on Justin Wilson’s car during the Indy 500!

  • Wilson’s #25 car, part of the Andretti team, featured a Rolling Stones logo with a "checkered tongue." 
  • The Stones launched the rock band's 2015 “Zip Code” tour on Sunday in San Diego. On July 4, the Stones will perform at Indianapolis Motor Speedway.

Sponsorship Activation Monday 5.4.15

Navigate Research - Monday, May 04, 2015

As what is said to be 2015's biggest weekends in sports, this past weekend was a sport fan's dream with baseball, basketball, horse racing and, of course, the "The Fight of the Century." However, if you are involved in the sports business industry, particularly sponsorships/advertising, this weekend went beyond what was on the court, field, or ring. Some marketing ploys may not seem quite as obvious to the casual sports fan. However, sports marketers can often times catch a brand's clever product placement. So which brands really stood out in "The Fight of the Century?" 

If you wanted to partake in any Monday morning office conversation, you likely watched the Floyd Mayweather vs. Manny Pacquiao fight, even if you have never watched a boxing match before. In that case, there is no way you missed Tecate's presence throughout the entire fight. As the presenting sponsor, the beer brand's logo was plastered not only all over the ring, but all over Las Vegas. Additionally, Tecate heavily activated their $5.6M sponsorship digitally with their #MyBoldOpinion Twitter campaign. While this campaign was ultimately used by fans to voice their opinions on who would win the fight, the hashtag was used by anyone who had a general bold opinion to share via Twitter.  

As sports marketers, we tend to pay closer attention to other sponsors who paid big bucks to be associated with this event including Hublot, Fan Duel, Asian Airlines, Verizon and Geico. Remember any of these? Mayweather's and Pacquiao's shorts may be a great place to start, but the others may not be as obvious. For those who follow Manny Pacquiao on Twitter, it may seem as if he loved taking selfies. Little do most fans know, this was actually clever paid advertising by Verizon, utilizing Paquiao. In his selfie posts, he used the hastag #GalaxyS6, as well as used the actual phone to take the pictures. In addition to Verizon's clever product placement, Geico made an appearance on the headband of one of Pacquiao's entourage members. Interestingly, he was was the only member wearing the Geico logo-ed headband, likely not by accident. 

You may have, also, noticed a large difference in the number of logos on Pacquiao's shorts versus Mayweather's. While Pacquiao had logos splattered across his shorts, Mayweather's had only two that most people who paid close enough attention could recall: Hublot and Fan Duel. Mayweather has been known to not allow sponsor's logos on his shorts. Knowing that, Hublot and Fan Duel likely paid a hefty sum to change his mind. Both brands even made their way into Floyd Mayweather's victory speech a couple times. While in your face advertising is sometimes the best and obvious solution, brands are smart to activate their sponsorships across several platforms in order to fully target and engage with fans. 

Sponsorship Activation Monday 4.20.15

Navigate Research - Monday, April 20, 2015

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

As one of the most anticipated fights in the history of boxing, the Mayweather-Pacquiao fight to take place in Las Vegas will be one of the most watched paid programs in history. Needless to say, it is no surprise sponsors were lined up for the opportunity to align with this historic matchup. For example, Manny Paquiao is to recieve $2.5M for his shorts sponsorship alone. However, it is the title sponsor, Tecate beer, that intends to capitalize on those viewers who can't buy an $8000+ ticket. And that doesn't include the airfare, of course. 

What are those fans without tickets doing? Likely at a bar or attending/hosting a fight night party to watch the historical match, but at a price of $100 for the fight. Tecate will attempt to decrease the cost by offering fans up to a $50 rebate on the game with proof of purchase of Tecate beer. They are, also, promoting their association to the fight with their #MyBoldOpinion digital campaign where fans can express who they believe will win the fight, as well as any other opinions they have on the matter. Tecate's clever digital campaign combined with their goal to reach those at-home viewers creates for an effective sponsorship of a fight that will be filled with numerous advertising messages.

In order for a sponsorship to be fully effective, it's important for to incorporate a variety of different tactics to not only make fans aware of their sponsorship, but to engage consumers with their brands. Tecate has achieved this by encouraging fans to purchase their product, title sponsoring one of the most watched paid programs in history, and engaging with fans via social media. The trifecta.

"Image is Everything"

Navigate Research - Thursday, April 16, 2015

Sports sponsors and advertisers invest millions of dollars to associate with a team, player, or event in order to achieve a multitude of possible business objectives. Assuring the right fit is absolutely crucial in order to see a return on those dollars spent. Depending on the nature of a brand, associating with controversial players or topics in sports can sometimes bode well. 

For example, world-renown 1990’s tennis player, Andre Agassi, was seen as a deviant in the sport of tennis. However, brands such as Canon, leveraged his rebel reputation and used him to promote their, at the time, new Canon EOS Rebel camera with tagline “image is everything.” While associating with a reputable figure such as Agassi with his rebellious attitude may have not been beneficial for numerous brands, Canon saw utilizing Agassi’s image as a great opportunity and fit. 

When aligning with a rather controversial figure, it is crucial for brands to perform proper front-end risk assessments before executing any kind of endorsement. Nothing would be worse than going into an endorsement deal with the hopes of enhancing your brand to only get burned by illegal or immoral actions of the chosen figure. 

Today, there have been numerous controversies in associating with controversial sports figures including Adrian Petersen, Alex Rodriguez, and Johnny Manziel. Alex Rodriguez has experienced numerous boos by his own fans due to PED usage. Adrian Petersen lost his endorsement of Nike due to violent behaviors involving his child. While the controversy is quite obvious in terms of people’s reactions to these issues, sponsors and advertisers focus and concern is how these controversies are affecting consumers’ views on their brands and, ultimately, consumers' behaviors. 

At Navigate Research, we help brands measure the impact of their partnerships across a variety of different metrics. All brands have unique business objectives and at Navigate, we are here to help understand how to achieve those objectives, as well as, effectively utilize research and data relating to your investment.