Podcast Highlight: Tod Leiweke on Launching the Seattle Kraken

Tod Leiweke – CEO of the Seattle Kraken – on the success that the Kraken have seen before even playing an NHL game. He also touches on the process behind selecting the team name, the importance of building a diverse organization, and how sports can act as a unifying force in a difficult time. Listen […]

NHL Jersey Patches: SBJ Spotlight with Jeff Nelson

Our President, Jeff Nelson, joined Abe Madkour on SBJ Spotlight to share our insights on the NHL’s new jersey patch announcement. Teams will be allowed to sell a patch that is 25% larger than the existing helmet decal, and 50-70% more valuable due to increased exposure and the fact that the patch will be on […]

Podcast Alert: Kim Pegula – PSE

When Kim Pegula – CEO and Owner of Pegula Sports & Entertainment – took on the role of President for both the Buffalo Bills and Buffalo Sabres, she became the first female president in NFL and NHL history. Kim and AJ talk about what it’s like having a seat at the table for some of […]

Podcast Alert: Amy Latimer – TD Garden

Amy Latimer is the President of TD Garden, home to the NHL’s Boston Bruins and NBA’s Boston Celtics. After successful seasons for both teams in 2019, the COVID-19 pandemic shut down live events, and pro sports venues were among the hardest hit. On this week’s episode, Amy joins AJ to discuss how she was able […]

The Value of the NHL’s New Helmet Logos

Our researchers at Navigate recently took a look at the helmet logos in the NHL with the goal of determining exposure and ultimately placing a value on the sponsorship asset. Logo Visibility On average, the helmet logos were visible for about 5 minutes during every game across all exposure mediums, including social, broadcast, and earned […]

Podcast Alert: Tod Leiweke – Seattle Kraken

Tod Leiweke – CEO of the Seattle Kraken – is an accomplished sports executive with an impressive résumé and a compelling personal story. He has held leadership positions at the Seahawks, Sounders, Trail Blazers, Tampa Bay Sports & Entertainment, and the NFL. He is also a minority owner of the Seattle Sounders. This week’s episode […]

Tampa Bay Lightning GIF Activation

In order to generate more social media buzz, the Tampa Bay Lightning are slightly tweaking their approach on photo activation. Game 1 of the Stanley Cup Finals at Amalie Arena featured a “GIF photo booth” that allowed fans to take an animated GIF and share it on social media, simultaneously capturing consumer information and promoting media engagement. GIFs are computer images […]

Sponsorship Activation Tuesday 5.12.15

If you are a Tampa Bay Lightning or Montreal Canadiens fan, you likely have been closely following the competitive series between the two teams, but has anything else stuck out to you during those games, or perhaps during some ESPN highlights? An astronaut mascot possibly? Seems a little out of place in series where the team mascots are a ThunderBug and […]

Sponsorship Activation Monday – 3.9.15

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.  Today, Samsung Canada announced a sponsorship deal with the NHL to be an official corporate partner. […]

Comparing Sponsorship Impact for Major U.S. Sports Leagues

Blog Series:  Comparing Sponsorship Impact for Major U.S. Sports LeaguesFocus:  Purchase Influence Over the next several months, I will be revealing some analytical insights surrounding the effectiveness and impact of sponsorships across the major sports leagues in the US (i.e., NFL, MLB, NBA, NHL and MLS). These insights will focus on metrics such as awareness, […]


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