Trajektory helps NHL client uncover an average of $3M+ in value through Radio
Sponsorship reporting in the sports industry has typically been limited to TV broadcasts and social media – but, sponsorship portfolios encompass much more than that. Frequently, teams fail to understand and communicate the full value that they're providing brands through assets such as email, radio, static signage, LED, the list goes on. These assets are often overlooked and overshadowed. As a result, teams are leaving money on the table when reporting solely on social media and TV broadcasts – radio is a great example of that.
NHL clients' radio value, listenership, and occurrences from May 1st, 2022 through May 1st, 2023. Source: Trajektory Asset Intelligence Page.
Over the course of the last year, one of Trajektory's NHL clients reported an average of $3.4 million in value from radio alone. Before adding the Trajektory platform to their repertoire, this team had no way of tracking radio value. With Trajektory, they were able to find value for their brands that would have gone unnoticed previously. This value was derived from an average of 19.4 million listeners and 7.7K occurrences. This alone goes to show the importance of reporting on assets outside of the traditional social and TV.
NFL clients' radio value, listenership, and occurrences from May 1st, 2022 through May 1st, 2023. Source: Trajektory Asset Intelligence Page.
Another example to show the impact of radio came from one of our NFL teams. Similarly to the NHL team, they have been tracking their radio value with Trajektory. This NFL client saw an average of $2.7 million in partner value solely from radio over the past year. They had an average of 3.7 million listeners and 3.7K occurrences. Simply put, brands and teams should never leave value on the table in their sponsorship reporting – which is why we built Trajektory.
How Can Trajektory Help?
On the team side, reporting on all assets and being able to provide the full story to team partners can allow for strengthened relationships and increased retention. As for the brand side, brands will have a clear picture of which assets they receive the most value from and which are underperforming. Typically, radio may only get a small sentence, if any, in a recap report. With these examples, it's clear that teams and brands are underreporting millions of dollars in value and missing the full story in an asset recap.
Why is it important?
When teams are able to effectively evaluate their sponsorships across all of their assets, it presents a unique opportunity to drive revenue further and increase sponsorship sales. They will no longer be leaving valuable money on the table. By reporting on the full sponsorship asset portfolio and using Trajektory to track performance, teams will have more confidence in the accuracy of the data that they share with sponsors on a regular basis.
For brands, by receiving holistic data on every sponsorship asset across all sponsored teams, they will finally be able to optimize their sponsorship spend. For the first time, they will know which assets are succeeding, which are underperforming, and which ones they should allocate a majority of their budget to.
Trajektory's Asset Intelligence Overview Page – showing a holistic glimpse of asset performance across every sponsored asset.
Trajektory provides a more comprehensive snapshot of each asset's performance for a consistent overview, eliminating discrepancies between brands and teams in the process. You won't be able to tell these stories without Trajektory. Trajektory is the only vendor that's able to capture the whole picture – including radio. We can fill the gap that other vendors can't and provide you with a holistic understanding of the partner value that is being received each year.
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