With a comprehensive sports sponsorship portfolio across several markets, professional teams and college teams, Keurig Dr Pepper wanted to establish a consistent approach to the measurement, evaluation and selection of their deals. Navigate helped KDP establish a three-pronged approach to sponsorship analysis. First, Navigate estimated the fair market value of their major deals to truly understand if they were paying the proper fees for their deals. Second, we quantified the impact of their major deals by measuring purchase funnel KPIs in some major markets. Third, we assembled a proprietary scoring algorithm using both primary and secondary data points to help KDP identify the best and worst performers within their portfolio.
Through utilizing Navigate’s new three-pronged approach, KDP is continuously making smarter decisions surrounding renewals, new sponsorship opportunities and make-goods resulting from sponsorship value changes due to COVID-19.