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 Monday – 7.21.14

Navigate Research - Monday, July 21, 2014
Molson Beer Fridge opens if patrons sing ‘O Canada’

Molson placed beer refrigerators throughout the country on Canada day (July 1). The fridge opened and gave a free cold beer for anyone that would honour its country. Watch the video:

Nike capitalizes on sponsorship of Tim Howard after World Cup stardom

Nike, already a sponsor of USA goalie Tim Howard before this year’s World Cup, has taken advantage of it after the goalie’s meteoric rise. Nike posted a congratulatory tweet with the hashtag #RiskEverything and also posted cool short cartoon videos featuring Howard on YouTube and Vine.

Beats France vs. Germany #GameBeforeTheGame Video

Though Beats is not an official sponsor of the World Cup, you might not know it. The brand kicked off the World Cup with an iconic #GameBeforeTheGame video and then followed it up with a more specific one prior to the France/Germany game.

Beats were even banned by FIFA for players to use in the stadium in order to protect official sponsors, but Beats (along with other brands like Nike) did great ambush marketing campaigns to still associate themselves with soccer fever without actually being an official sponsor.

How Much Has the Social Media Landscape Changed Since the 2010 FIFA World Cup?

Navigate Research - Wednesday, June 25, 2014
Written by Brandon Korody

Before the 2014 World Cup kicked off, an enormous flag was unfurled which covered most of the pitch. Featuring a unique design from Brazilian street artist Speto, the flag was created using over 200,000 pictures sent in from fans across the world. This is one of the more unique ideas implemented by Coca-Cola to engage with consumers via social media during this World Cup.

The 2014 World Cup is really the first to take place at a time when fans can interact with each other from all around the globe. Although Facebook and Twitter existed in 2010, they were not nearly as popular as they are now. In 2010, Facebook had about 177million users, while Twitter had just 20 million. Fast forward 4 years and Facebook now has 1.2 billion users, with Twitter increasing its users over twelve fold, up to 255 million users.

Facebook 2010: 177 million users
Facebook 2014: 1.2 billion users

Twitter 2010: 20 million users
Twitter 2014: 255 million users

Sponsors now have the opportunity to reach fans in a completely different way than past World Cups. Instead of airing commercials or just activating on site, sponsors can now interact with fans across the world on a nearly personal level. For example, Coca-Cola is one of the official sponsors of the World Cup. The company has made it a priority to engage with fans via social media, and it’s easy to see why. In 2010, Coke had 4.1 million likes on Facebook page and a paltry 14,000 followers on Twitter. As of today, Coke has 84 million likes on Facebook and 2.5 million followers on Twitter.

Coke 2010: 4.1 million FB "likes", 14,000 Twitter followers
Coke 2014: 84 million Likes, 2.5 million Twitter followers

To put that into perspective, let’s see how that affects two main aspects of sponsorship: value and awareness.

Based on the potential impressions of Coke’s social media networks, the combined value of one Facebook post and one Tweet in 2010 would have been under $5,000. After the substantial growth of the social networks the past four years, the same combination of one Facebook post and one Tweet would be worth over $100,000 for Coke. Considering Coke averages about 50 tweets a day, the potential value derived from social media alone is quite substantial.

While the potential value is important, it means nothing if people aren’t aware of the sponsorship. According to the Social Media Scoreboard, a study conducted by Navigate Research and Wasserman Media Group, 25 percent of sports fans recall a sponsorship within social media channels. The 25 percent who recall a sponsorship are then 78 percent more likely to perceive that brand positively because of their association with an event.

When you take into account the sheer volume of people on social media for this World Cup, it becomes apparent why sponsors are targeting this medium.

Activation Monday - 6.23.14

Navigate Research - Tuesday, June 24, 2014
Kibon and Santa Marta Cable Cars

Industry: Food
Sport: Soccer
Primary Location: Offsite 
Primary Objective: Awareness

Kibon ice cream invited 10 local artist and an artistic collective to create roof artworks that can be seen from the Santa Marta cable cars which run above the area and are backed and branded by Kibon.

Honda and IndyCar

Industry: Automotive
Sport: Motor sports
Primary Location: Offsite/Social Media
Primary Objective: Awareness

Honda promoted its IndyCar partnership with an innovative speed patrol street stunt which saw brand ambassadors hand out ‘slow citations’ to unsuspecting consumers dawdling on the streets of Chicago.

Johnson & Johnson and FIFA World Cup

Industry: Healthcare
Sport: Soccer
Primary Location: Offsite 
Primary Objective: Fan Engagement

The Johnson & Johnson "Tour of Affection" visited the 12 FIFA World Cup host cities on a branded bus and collected "acts of affection" in the form of blood donations. The drive was based around creating a collective human work of art curated by Brazilian artist Eduardo Srur.

*Disclaimer: Navigate Research was not involved in any of these activations. This blog simply features weekly best practices in sports sponsorship, activation, and innovation*

Navigate Daily Round Up 6.19.14

Navigate Research - Thursday, June 19, 2014
Google Launches World Cup Trends Hub

- The folks at Google have launched a new site that tracks trends surrounding the 2014 FIFA World Cup. Google has branded it as “a unique glimpse into what the world wants to know during the tournament. 

- Why is this valuable? It gives marketers a window into the minds of people across the globe. The FIFA World Cup is one of the rare sporting events that captures people across almost all nationalities and demographics. These trends are more than likely very representative of the world as a whole.

- It’s also insight into what consumers want. It could be a great resource for marketers trying to target people that enjoy watching soccer. The trends are even broke down based on games, so it’s easy to know which countries searched for what.

FIFA World Cup Participants Not Allowed to Wear Beats Headphones

- FIFA has banned players from wearing the immensely popular Beats by Dre headphones inside the stadiums in Brazil. Why? FIFA has a sponsorship with Sony, a competitor of Beats. FIFA is trying to protect the value of the sponsorship and impact future deals by showing an official sponsorship is still worth it despite the large amount of ambush marketing taking place around this event.

- If you remember, Beats created a viral, five-minute YouTube video that leveraged an impressive array of athletes including Neymar Jr., Jozy Altidore, and Robin van Persie among others. Despite not being an official World Cup sponsor, Beats by Dre has successfully associated itself with the event, as evidenced by the more than 17 million views the video has on YouTube.

Yahoo! To be Founding Partner of 49ers Stadium

- The tech giant Yahoo! Has signed a deal with the San Francisco 49ers to be the exclusive online sports content, social networking, and photo sharing partner for the team and Levi’s Stadium. The deal is pretty innovative in nature and allows Yahoo! to wire itself into the in-stadium experience and also social/digital media of 49ers fans.