Scope:

Navigate conducted a comprehensive exposure value analysis of the naming rights agreement for University of Washington. From diligently evaluating all points of exposure a partner would receive from the allocated sponsorship assets, Navigate made recommendations to include other assets that significantly drove value for a potential brand sponsor.

  • Partnership included total valuation + trade offs
  • Sensitivity Analyses ($ allocation analysis)
  • Value Proposition Research
  • Negotiation Tactics

Outcome:

University of Washington and Alaska Airlines partnered on the largest collegiate naming rights deal in history ($4 million / year for 10 years).