For this year's brands-only workshop at SBJ BIS - Navigate's custom insights team conducted a robust study of sports fans and where they perceive friction points in the fan experience. Ally Corbin presented the findings along with Navigate's recommendations for brands looking to build relevance and affinity through sponsorship.

She joins AJ Maestas to discuss her presentation and other key learnings from the workshop.

We've created an interactive dashboard based on the study's data. You can filter by question or demographics, or use the AI-feature to chat directly with the data. You can view the dashboard, here: https://navigate-fan-friction-research.manus.space/

Timestamps:

• 0:30 - Navigate's Workshop at the SBJ Brand Innovation Summit
• 2:55 - Friction points in fandom
• 5:55 - Strategies for brands - relevance over impressions
• 9:15 - Session #2 - The Rising Cost of Sponsorship
• 12:40 - Tracking & attributing sponsorship
• 17:10 - Sponsorship growth rates
• 19:35 - Takeaway points from Ally's presentation

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

"Our primary brand value, the thing that people choose us for...is about fun and entertainment."

Radhika Duggal – CMO of Major League Soccer – on how MLS used consumer research, stakeholder feedback, and competitive analysis to define its brand.

She explains why creating a fun, inclusive experience is at the heart of the league's identity.

Listen to the full episode here: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=0485ea629690be3624d73b7eee3a7873

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

Eddie Lewis - Two-time World Cup player for the U.S. and founder of TOCA Soccer - is changing the way that young soccer players train, while simultaneously building soccer's answer to Topgolf. He shares how he balances both objectives domestically and his plans for international expansion.

Timestamps:

1:50 - TOCA's Elevator Pitch

5:55 - TOCA Soccer vs. TOCA Social

8:15 - Youth sports

12:55 - The infrastructure of American soccer

16:50 - MLS Partnership

18:40 - International expansion

22:00 - Lessons from playing soccer

28:55 - Rapid Fire Questions

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

Ryan McCarthy — Board of Visitors Member at Virginia Tech — explains the power of athletics to bring positive global exposure to a university.

Smart investments in athletics have the potential for as much as $1B in ROI, and universities like Virginia Tech are wisely making those investments for the future.

Listen to the full episode here: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=344ead289d120de9f56f07165421bb56

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

Radhika Duggal - CMO of Major League Soccer - has an opportunity to ride the wave of soccer fandom in U.S. that is building around the FIFA World Cup. She explains how she works with marketers from all 30 MLS clubs to ensure they capitalize on this historic moment. For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

"Most clients want to push create something completely cutting edge."

Brian Mirakian - Senior Principal at Populous - on how they work with visionary team owners to push boundaries to bring something new to the marketplace with their venue designs.

Listen to the full episode here: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=1f6000cb7657f36e212b6428ef8f9d3b

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

Board members and university administrators are spending an increasing amount of time on athletics.

Ryan McCarthy — Board of Visitors Member at Virginia Tech — joined our podcast with insight on the goals of a university and the role that athletics plays in serving its broader mission.

As the former U.S. Secretary of the Army, Ryan has a unique perspective on leadership and navigating a diverse group of stakeholders.

Timestamps:

• 1:10 - Board members spending more and more time on athletics
• 4:25 - Navigate's engagement with Virginia Tech
• 8:20 - What does VT athletics look like in 2030?
• 12:25 - Ryan's Background as Secretary of the Army
• 16:50 - Advice for other universities
• 22:40 - Rapid Fire Questions

Show Notes:

• Our interview with Virginia Tech Athletic Director Whit Babcock: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=ae8d2b98dc149a023be6909fd08d9af4
• Book Rec: Team of Rivals, by Doris Kearns Goodwin

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

With the NBA accepting bids for NBA Europe, they get a chance to vet new owners and create new media inventory.

AJ and Charles break down some of the unseen benefits of expanding the NBA internationally.

Listen to the full episode here: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=98f53bb4360c6b9e03e064694295d7c5

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

Brian Mirakian - Senior Principal at Populous - discusses how architects and sports teams are designing multi-use stadiums with the future in mind.

Trends and interests evolve much faster than stadiums can be built, so flexibility is key.

Timestamps:

• 1:45 - Brian's role at Populous
• 6:00 - What owners are looking for in venue design
• 10:05 - Trends in development
• 13:55 - The Battery and Truist Park in Atlanta
• 18:25 - The rate of change in new venues
• 25:00 - AI in future planning
• 30:35 - Rapid Fire Questions

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.

From our annual predictions episode, AJ and Charles explore whether or not the NFL will have a new media rights deal by this time next year.

The league already demands $12B annually and they are looking for a 50%-100% increase in their next deal. Will new and existing partners be able to write a big enough check?

Listen to the full episode here: https://nvgt.com/podcast?ppplayer=1e977ebc536a4f7840f232ca6e253547&ppepisode=f99b94e2b02b0387bb15267b517a2134

For more insights, visit our LinkedIn page or learn more about Navigate at https://nvgt.com/.