Wakefield

Brands that partner with National Football League (NFL) playoff teams grow their customer base by over 2X among fans who recall the partnership. Brand lift for the 104 partnerships studied across nine teams in the playoffs appear below, including the Kansas City Chiefs, Philadelphia Eagles, Houston Texans, Detroit Lions, Baltimore Ravens, Green Bay Packers, Tampa Bay Buccaneers, Washington Commanders, and Denver Broncos Football Club. The gain over competitors is clear. With each additional asset (broadcast, digital, social, venue, team IP, community/experiential) reaching fans, partners distance themselves from competitors by over 45% to over 80% on key metrics like brand preference. Congrats to our partner brands like Northwest Federal Credit Union, NRG Energy, BetMGM, Ford Motor Company and many others who reap the benefits! Want to know about partnership measurement? Contact [email protected].

We are grateful to partner with Torq to help teams and brands maximize revenue. Our partners will see more integrated solutions on the backend of Wakefield operations, along with new research tools and services on the frontend. Want to learn more? Contact Michael Varraveto and/or Kirk Wakefield to discuss ways to grow revenue.

Congrats to all National Football League (NFL) playoff teams, including our partners Kansas City Chiefs, Baltimore Ravens, Houston Texans, Washington Commanders, and Detroit Lions! Brands are big winners with long post-season runs to activate among passionate fans. If anyone has good examples of partnerships capitalizing, please share! A few good examples are here: https://lnkd.in/gNpJB6wn

Thanks for call-out from New Orleans Pelicans and patch sponsor NewAge Products Inc. in measuring their success in breaking through a cluttered marketplace with a creative strategy led by their agency, Range Media Partners. Recall for National Basketball Association (NBA) patch partners average 68.3% compared to 41.2% for partners with no entitlements. Brands that fully engage in activation beyond rights fees will reach higher recall. https://lnkd.in/giVf59Ms

How do title deals impact recall? ??Sponsors that invest in entitlement assets (name/logo on venue, training center, or gear) reach 20-45% more fans compared to sponsors without entitlement assets. ???The 270 title deals measured by Wakefield across 58 teams have an average sponsorship length of 8.4 years. ????Financial services and healthcare are the two most popular sponsor categories with title deals.

How does recall change over time? ??Typically, sponsors take 4 years to reach 40% of fans. On average, each additional year adds 1.4%?to sponsorship recall. ??Average recall for first-year sponsorships is?27.6%, but it helps to know among first-year sponsorships: ? 42.7%?start under?20% recall. ? 65.6%?start under?30% recall. ? 78.0%?start under?40% recall. ? 22.0%?start above?40% recall. ???Increasing sponsorship recall takes time. Big changes in investment, assets, and activation can boost or drop recall one year over the last. Expect scores to fluctuate plus or minus a few points year-over-year, while the overall trendline should look similar to the chart below.

Breaking 2000: 2019 Partnerships Measured! We standardized measurement processes in 2019 to build a partnership database to allow robust comparisons across leagues, categories, entitlements, and much more. Much of the credit goes to Ian Young for data strategy and Diana Curti Maffei for process strategy. Today the database holds over 2000 measured partnerships, ironically landing on a total of 2019, across 88 properties drawn from 2,206,516 fan observations in the past five plus years. We are grateful to Wakefield teams in the National Football League (NFL) (20), Major League Baseball (MLB) (10), National Hockey League (NHL) (8), National Basketball Association (NBA) (8), Major League Soccer (8), as well as the Ultimate Fighting Championship, Professional Bull Riders, LLC, Houston Livestock Show and Rodeo and our many brand partners.

What is a "good" sponsor recall percentage? ??Getting 20-50% aided recall from a scientific stratified sample means that for a fan base of 10 million, 2 million to 5 million fans are reached. In absolute terms that is amazing. The average aided recall across all Wakefield partnerships measured since 2019 is 43.8%. Achieving 50% or even 25% recall of a partnership is a breakthrough. ??Here’s a closer look at the partnerships measured since 2019: ??36.6% have aided recall at 50% or higher ??24.0% have aided recall at 60% or higher ??13.8% have aided recall at 70% or higher ??7.1% have aided recall at 80% or higher ??2.3% have aided recall at 90% or higher ??Partners who achieve 70% or higher aided recall often have some type of prominent title deal (gear, training center, stadium, etc.). ???Partners who achieve 90% or higher aided recall are extremely rare and typically do so through long-term stadium deals.

?? Big News! ?? We are thrilled to announce our partnership with Torq to elevate our game with customer-centric data solutions for the Wakefield community. ? Torq’s expertise expands the Wakefield product portfolio to offer more to the sports and entertainment industry and beyond. ???? ? Together we will bring: ?? Automated data sharing for seamless integration ?? Real-time dashboarding and analytics ?? Advanced AI-powered insights ?? Performance monitoring for optimized ROI ?? And much more! ? Coupling Wakefield's expertise in fan and sponsorship research with Torq’s innovative data-driven abilities, this partnership will help members of the Wakefield community achieve team, department, and partnership objectives. ?? ? Check out more details on how we’re empowering businesses with smarter, faster decisions: https://lnkd.in/g99nyDXv

Glad to have Hayden onboard!