- Sponsorship Impact
- The Sportscape Journey
- 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.
Are you meeting or exceeding expectations at each point in the customer journey? Do you need new ticket sales leads? Do you need to know who is buying your tickets?
Individuals travel to and through the sportscape with others to park, tailgate, enter, locate seats, explore food & beverage options, experience entertainment, watch/listen to A/V, and enjoy the entertainment at each event. How do your scores compare to others? Compared to last year?
Property POV: These studies combine the customer journey through the sportscape with lead generation techniques and detailed fan profiles to support facility management, ticket and partnership sales, and marketing.
Brand POV: Adapting the customer journey to retail servicescapes, these studies support brand strategy, marketing, and advertising/sponsorship sales.
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 13,000 academic citations since 1992, covering sponsorships, ticket pricing, sales promotions, digital and social media, shopping experiences, and fan passion and behavior, including coining the word “sportscape” in 1996.
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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