Business Challenge:

Kansas City Royals new leadership aims to diversify and grow the Royals fanbase, meeting the current and next generation where they are and where they’re going.


Navigate designed a custom motivations-based segmentation and a custom brand health research study to inform strategy verticals to prioritize in order to diversity and grow the fanbase.


The Kansas City Royals use the segmentation and brand work to inform all decisions. They have focused on three key data-driven verticals to focus their resources and innovation. They have built a data warehouse to make sense of all the data and use for valuable insights when making internal decisions.