- Sponsorship Impact
- Wakefield + Trajektory
- Suiteseats ROI©
- Custom Research & Consulting
How could scientific, unbiased partnerships research with league and category benchmarks serve you?
Wakefield measures aided partner recall and the impact of the property’s IP, experiential & community events, DED, TV/Streaming, radio, digital, social media, venues/gates/clubs & concourse, in-game signage, scoreboard & field of play, and jersey/helmet in campaigns on the brand’s KPIs among fans.
The scientifically verified sampling of the property’s season ticket holders, ticket buyers, and all other registered users at all properties allows for comparisons to the industry, league, and sponsorship category.
Property POV: These studies support data-driven partnership sales and renewal strategies to increase total revenue while providing business intelligence with robust fan profiles and report dashboards.
Brand POV: These studies support data-driven strategies and evaluation of asset effectiveness in renewals and negotiations with apples-to-apples comparisons across all properties with the appropriate industry benchmarks.
The Holy Grail of partnership measurement unites the inputs (sponsorship assets) with the outputs (fan recall and response).
Joint partners in the Trajektory and Wakefield research communities have the opportunity to map the cause and effect of partner assets with fan response to (1) show how assets perform relative to team and industry expectations, and (2) calibrate the asset mix to maximize partner returns.
Property POV: Show not only the market valuation of assets but provide evidence the assets are reaching brand objectives among the targeted fan base.
Brand POV: Show not only the market valuation of assets but provide evidence the assets are reaching brand objectives among the targeted fan base to share with company c-suite.
Does VIP treatment convert guests into customers?
Guests in suites and premium seating are more likely to trust, prefer and buy from the host. Measure the impact of VIP visits with the host to attribute new business to the use of premium seating and hospitality.
Property POV: These studies support the efforts of the premium staff and the Chief Revenue Officer to provide data-driven evidence from an expert third party for the value of premium inventory.
Brand POV: These studies justify the expenditure for premium ticket inventory by understanding the increased business attributable to the guests invited to games, events and experiences.
Do you need custom research for specific objectives related to sports & entertainment?
With over 30 years of experience researching every reason people follow sports and engage with entertainment, we may already have the answers to your questions.
Some examples of questions we have answered for Wakefield members:
- One Team Partners: What attributes do esports card collectors value most? What price should we charge for esports trading cards?
- Space Center Houston: Which potential corporate partners provide the best fit for us? How do they compare to others in their industry sector?
- Misfits Gaming: For sponsors of seasonal esports events, do gamers recognize their partnership? What do gamers think of the social and digital executions used during the campaign?
- Reliant: How do the investments in seasonal community events benefit the brand? How does that compare to sports sponsorships?
Founder, Kirk Wakefield (PhD, MBA) wrote the book on Team Sports Marketing. Used by the universities of Baylor, Ohio State, Kentucky, Tennessee, Texas, Texas A&M, Houston, UMass, Penn State, Samford and many more, the research-based text explains why and how sports marketing works.
Wakefield is a regular SportsMoney contributor to Forbes.com. Read current articles here.
Wakefield has published over 45 journal articles in elite marketing journals (viz., Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Advertising, Journal of Advertising Research) garnering over 14,000 academic citations, placing him in the top 2% of all science researchers according to Stanford University.
Wakefield includes Lane Wakefield, PhD, author of ten journal articles in sports marketing since 2016, and Robin Wakefield, PhD, author of over 40 journal articles in information systems, digital & social media, and accounting practices with over 3000 academic citations since 2001.
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