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).
