Industry Intelligence: Cross-League Sponsorship Benchmarking
Quick Summary & Key Takeaways
Quick answer: Industry Intelligence is Trajektory's cross-league sponsorship benchmarking suite for brands, agencies, teams, events, and rights holder...
Quick answer: Industry Intelligence is Trajektory's cross-league sponsorship benchmarking suite for brands, agencies, teams, events, and rights holders. It combines broadcast and social intelligence in one consistent methodology, allowing users to compare performance across leagues, teams, brands, seasons, feeds, locations, posts, and clips. Industry Intelligence: Broadcast adds logo and location detection across local, national, and away feeds for MLB, MLS, NBA, NFL, NHL, NWSL, and WNBA.
Sponsorship teams rarely struggle with a lack of data. The harder problem is turning fragmented data into a market-level view that supports decisions about renewals, pricing, competitive positioning, and future investment.
Industry Intelligence brings benchmarking and the underlying evidence into the same workflow. Users can begin with rankings to understand what is happening, then explore the broadcasts, locations, posts, and clips driving the result.
This guide explains what Industry Intelligence measures, why every-feed detection matters, and how brands and rights holders can use cross-league benchmarking to make sponsorship decisions with more context.
- What Is Industry Intelligence?
- How the Industry Intelligence Suite Works
- What Industry Intelligence: Broadcast Measures
- Why Every-Feed Broadcast Detection Matters
- What Industry Intelligence: Social Measures
- Cross-League Sponsorship Benchmarking
- From Rankings to Deep-Dive Analysis
- Industry Intelligence FAQ
What Is Industry Intelligence?
Industry Intelligence is Trajektory's connected suite of social and broadcast intelligence capabilities. It is designed to move sponsorship teams from reviewing isolated reports to understanding how brands, properties, and competitors perform across the wider market.
Instead of relying on separate point solutions for social rankings, broadcast exposure, competitive research, and content discovery, Industry Intelligence applies one consistent methodology across every property it measures. This makes comparisons across leagues, teams, brands, and seasons more credible.
Industry Intelligence: Broadcast may have previously been referenced during development as Syndicated Broadcast.
How the Industry Intelligence Suite Works
The suite is organized around two connected pillars: Social and Broadcast. Each pillar supports both top-down benchmarking and bottom-up investigation.
| Capability | What it measures | How teams use it |
|---|---|---|
| Industry Intelligence: Social | Performance across Instagram, TikTok, Facebook, and X, including rankings and searchable content | Benchmark brands and properties, identify high-performing content, and compare campaigns or competitors |
| Industry Intelligence: Broadcast | Broadcast brand value, impressions, duration, locations, feeds, clips, and market-area performance | Compare rights holders and brands, identify exposure drivers, and understand performance across leagues and feeds |
Social and Broadcast use the same measurement framework, allowing users to move from market rankings to the content behind the result.
What Industry Intelligence: Broadcast Measures
Industry Intelligence: Broadcast centers on three metrics that show the scale and quality of a brand's on-screen presence.
| Metric | What it represents |
|---|---|
| Broadcast Brand Value | The estimated media and sponsorship value generated by a brand's on-screen exposure |
| Broadcast Brand Impressions | The audience impressions associated with detected brand exposure across analyzed broadcasts |
| Broadcast Brand Duration | The cumulative time a brand's logo was visible on screen |
These metrics can be examined at the brand, rights holder, league, game, location, feed, and market-area level. Users can also filter by coverage type, game type, and date range to understand what is driving performance.
Why Every-Feed Broadcast Detection Matters
Trajektory runs logo and location detection across local, national, and away feeds for MLB, MLS, NBA, NFL, NHL, NWSL, and WNBA. This is important because the same game can contain different sponsorship inventory depending on which feed a viewer receives.
Virtual signage, broadcast graphics, camera angles, regional inventory, and localized placements can change from one feed to another. Measuring only a national feed or a single representative broadcast can therefore miss exposure that appeared elsewhere.
| Measurement approach | Local feed | National feed | Away feed | Result |
|---|---|---|---|---|
| Typical single-feed detection | Often missed | Measured | Often missed | Partial view of brand exposure |
| Trajektory every-feed detection | Measured | Measured | Measured | More complete account of where and how long a brand appeared |
The same event can produce different sponsor exposure on local, national, and away broadcasts.
What Industry Intelligence: Social Measures
Industry Intelligence: Social applies the same market-level approach to Instagram, TikTok, Facebook, and X. Users can rank and benchmark brand and property performance across teams, leagues, and competitor brands, then search the posts behind those rankings by keyword and date range.
| Social capability | Question it helps answer |
|---|---|
| Brand and property rankings | Which brands or rights holders are performing best across the market? |
| Cross-team and cross-league benchmarking | How does one partnership compare with similar partnerships elsewhere? |
| Content search | Which posts, campaigns, events, or themes are driving the result? |
| Keyword and date filters | How did a specific brand, activation, or competitor perform during a selected period? |
Cross-League Sponsorship Benchmarking
Industry Intelligence allows users to compare a partnership against previous seasons, other teams, other leagues, and competing brands. Because the same methodology is used across each property, the comparison is based on consistent inputs rather than disconnected reports.
A partnership result is more useful when it has context. Instead of reporting only that a brand generated a certain amount of value, teams can show how that performance compares with the market, similar properties, direct competitors, and earlier seasons.
This market context can support renewal discussions, sponsorship pricing, inventory packaging, competitive analysis, and decisions about where to invest next.
From Rankings to Deep-Dive Analysis
Industry Intelligence is designed around a two-step workflow. Start with rankings to identify what is happening, then investigate the content and placements driving the result.
Benchmarking explains where a brand or property stands. Deep-dive analysis explains what produced that position.
On the broadcast side, users can open a Rights Holder or Brand page to review total broadcast brand value, games analyzed, top locations, and market-area breakdowns. On the social side, users can search posts by keyword and date range to surface the content tied to a brand, campaign, event, or competitor trend.
Illustrative sample only. Figures demonstrate the dashboard structure and are not actual client or market results.
Built for Both Sides of the Partnership
| Audience | How Industry Intelligence helps |
|---|---|
| Teams, events, and rights holders | Understand market position, support pricing, strengthen renewal stories, and show sponsors how performance compares with the wider industry |
| Brands and agencies | Benchmark partnerships and competitors, evaluate where value is being generated, and guide future sponsorship investment |
See how Trajektory helps teams, events, and rights holders understand their market position, or explore sponsorship benchmarking for brands and agencies.