Scope:
ESPN wanted to showcase the full value delivered to sponsors through eleven key properties broadcast on ESPN such as College GameDay, the X Games, the NFL Draft, the NBA Playoffs, and more, particularly when value extended beyond TV exposure to on-site, digital, and social. Navigate conducted over 80 valuations annually to assist ESPN in understanding the full sponsorship value of all types of exposure (TV, digital, and on-site) for all partners of each tentpole event.
Outcome:
Navigate’s analysis provided proof points to ESPN on the areas where they were delivering great value for partners while also identifying areas where tweaks in presentation could elevate partner value. One analysis for an NBA Playoff sponsor showed the partner receiving more value from an ESPN competitor through a comparable partnership. As a result, ESPN adjusted the format of partner exposure during the broadcast and ultimately provided more value to that sponsor in the following years.
