Members of our community identify with our purpose to instill integrity and transparency in the research process to provide scientifically reliable and valid reports to brands that partner with properties. Sponsorship works. Hospitality helps. We partner with Trajektory to bridge the gap from brands to minds. Together we commit to an unbiased, scientific approach to report how well it’s working. Members are convinced properties must measure what they sell to brands, beyond reach & frequency data, to capture impact.
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Waco, Texas, US
Glad to have Hayden onboard!
Hayden Lam, BBA '19, MBA '20, turned his passion for sports and curiosity about data into a career in market research. Discover how his experiences shaped his path and what he believes is key to success: https://lnkd.in/gPzq87ZB Baylor S3E, Baylor University MBA Programs, Hayden Lam, MBA
Travel is fun when we visit fun partners around the country. Thanks to Scott Denby, Kelsey Ruder, and Bryan Guldi for the warm welcome at Ford Motor Company. Better would have been a picture with Alex Ballew, Amanda Moss, Scott Howland, Ashton Mullinix, Jake Marples, Benjamin Braden and crew at the Detroit Lions. But that might be too much brainpower for one photo. Thanks to Brent Simmons hosting Diana Curti Maffei and me at New York City FC. Thanks also to Dunkin' and the New York Mets finding a place for us to help launch the team on its current run. Well, really, thanks to Justin Friedman, Jonathan Cokorinos and Richard Covello III and the braintrust at the Mets for a great night at the park. We are grateful for awesome partners and friends with an affinity for analytics!
A differentiating aspect of our service is a proven track record of publishing insights in premier journals, such as the Journal of Advertising Research, Journal of Advertising, Journal of Service Research, Journal of Retailing, Journal of Marketing, Journal of Consumer Research, and Journal of the Academy of Marketing Science. Free insights on sponsorship effectiveness and ROI from Lane Wakefield and academic colleagues.
A special thank you to Angeline Close Scheinbaum, PhD, Jonathan A. Jensen, and Lane Wakefield for appearing on today's webinar "Unlocking Sponsorship Success - Insights on Effectiveness, ROI, and Research Challenges." Miss it? Watch the recording here: https://lnkd.in/g28QcGiq
Wakefield reposted this
Honored to win this Award! 🎉 Ranked #3 of 95 challengers in the Powerhouse division, our partnerships with the Houston Texans and University of Houston have made a tremendous impact on brand equity. This recognition reflects the strength of our partnerships and our dedication to excellence! #BrandImpact #Powerhouse #PartnershipSuccess #Teamwork
Congratulations to TDECU on winning a prestigious Wakefield Award! On the strength of partnerships with the Houston Texans and the University of Houston, TDECU ranked #3 of 95 partners from around the country who are challengers in the Powerhouse division. The unbiased data show how Texans, led by Michael Nolen and Nate Seidell, and UH and LEARFIELD, led by Lauren Wilson, made a tremendous impact with TDECU. Details: The powerhouse division is for brands with brand equity scores above the median among 653 partnerships measured between August of 2023 and May of 2024. Within the division, market leaders outperform their selected competitors, while challengers rank second or third. The #3 ranking reflects the highest lift in brand equity among fans who recall the partnership compared to those who do not. For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global
Wakefield reposted this
What incredible news for C4 Energy x Austin FC – Nutrabolt’s very first major league sports partnership! This outstanding achievement is a testament to the authentic connection our Partnerships team has built with Austin FC and its passionate fan base. A special shoutout goes to Emma Cohn, Katie Rekuc, and Katie Geyer (Tershel) for all their hard work that made this award possible. Congratulations, team! 🎉⚽
Congratulations to C4 Energy and Austin FC on winning a prestigious Wakefield Award! With the help of Alison Roscoe, Jordan Arredondo, Cameron Jenkins and Luca De la Pena and their team at Austin FC, C4 Energy achieved an outstanding #2 ranking out of 131 in their division. Details: The pioneer division is for emerging brands building brand equity (below the median in the dataset of 653 partnerships studied between August of 2023 and May of 2024). Within the division, market leaders outperform their selected competitors without the partnership, while challengers rank second or third. Partnerships in MLS, the NFL, NHL, NBA and MLB properties around the nation were included. For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global
🏈Why Panel Data May Undervalue Sponsorship Brand Impact When assessing the brand impact of sports sponsorships, the choice of data sources matters. We've recently explored this by collecting over 2,000 responses from NFL fans across four teams, matching panel data to key indicators like passion and attendance. The findings were then compared to over 1 million responses from team database samples, representing 25 NFL teams. 🏈What did we find? Panel members completed the same surveys nearly 50% faster—a median time of 5.63 minutes, compared to 8.37 minutes for team database respondents. This isn't just about speed; it's about quality of insight. The attached chart illustrates how quickly different groups completed the survey across 10 deciles. The key takeaway: over 40% of panel members finish in just 3-5 minutes, whereas hardly any database fans do. The variance in response times signals a deeper issue. 🏈Why does this matter? The impact is twofold: 1. Lower brand lift: In two major NFL sponsorships, panel members reported brand lift half that of team database respondents. Faster completions may lead to less thoughtful responses. 2. Lower variance: The statistical variance is critical in understanding respondent behavior. For example, in brand equity scales (0-100) the standard deviation (SD) in responses is 26.22 for panel data, compared to 35.18 for team databases. A narrower range of responses suggests that panelists don’t deviate much in their answers, leading to less differentiation between brands. In layman's terms, less time spent on surveys equals less variance in responses, which impacts the richness of insights we can gather for sponsors. 🏈So, are panel members different? Panel members might be quicker readers—or perhaps they're just less engaged. Attention checks show that 10-20% can't accurately input their favorite team's name. While we match panelists for factors like attendance and passion, on average they differ in several key areas: -Younger (by 10 years) -Lower income (37.5% earn less than $75k vs. 23.4% of NFL fans) -More female (+12%) -More single (+11%) -More renters (+13%) -Watch less linear TV (-10%) Panel sources are well-suited for gathering nominal/categorical data to classify fans. When it comes to interval/continuous data used in evaluating the true brand lift of sponsorships, representative samples from team databases provide a deeper, more accurate view than panels. #statistics #sponsorships #research
Wakefield reposted this
Creating opportunities for brands to share in the magical experience of Christmas || Head of Partnerships, Brand Experiences at Hallmark || Brand storyteller and client relationship leader
Congrats to our partners in the Branson/Lakes Area on receiving this recognition. This partnership is working thanks to the amazing work of so many people both in Branson and inside the Chiefs organization. Special kudos to Kirk Elmquist, Pamela Yancey, and Bobby Adamson for their hard work.
Congratulations to Branson/Lakes Area Chamber of Commerce and the Kansas City Chiefs on winning a prestigious Wakefield Award! With the help of Dakota Zinn, Bobby Adamson, Zach Nizolek, Neale Hood, Kellen Begnoche, Chris Stathos, Tyler Kirby and team at the Chiefs, Branson Lakes Area achieved an impressive 2nd place finish out of 5 in their division, competing nationwide against other first-year partners. Details: The powerhouse division is for brands with brand equity scores above the median among 653 partnerships measured between August of 2023 and May of 2024. Within the division, market leaders outperform their selected competitors, while challengers rank second or third. First year “rookie” partners, including Branson Lakes Area, are categorized separately as their results are often significantly different than established partners, which can change the meaning of lift scores. Plus, it is especially important to recognize strong results in year one with unbiased data! For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global
Wakefield reposted this
Thank you Wakefield for your support and partnership! We love our partnership with HEYDUDE and appreciate the Houston Livestock Show and Rodeo fans, volunteers and staff that bring this to life! Collaborating on the Rodeo HEYDUDEs was a huge success at the 2024 Show that complimented their sponsorship of the Pig Races. Stay tuned for the 2025 Rodeo HEYDUDEs to be announced in a few months. Thank you to the Sponsorship Team for creating memorable partnerships! Cody Rosenbalm, Caleb Ambrose, Kris Rigby, Madison Brooks, Jenny Heinz
Congratulations to HEYDUDE and Houston Livestock Show and Rodeo on winning a prestigious Wakefield Award! With the help of Amber Burda and her team at HLSR, HEYDUDE achieved an impressive 3rd place finish out of 22 in their division, competing nationwide against other first-year partners. Details: The pioneer division is for emerging brands among 653 partners measured between August of 2023 and May of 2024. Within the division, market leaders outperform their selected competitors, while challengers rank second or third. First year “rookie” partners, including HEYDUDE, are categorized separately as their results are often significantly different than established partners, which can change the meaning of lift scores. Plus, it is especially important to recognize strong results in year one with unbiased data! For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global
Congratulations to TDECU on winning a prestigious Wakefield Award! On the strength of partnerships with the Houston Texans and the University of Houston, TDECU ranked #3 of 95 partners from around the country who are challengers in the Powerhouse division. The unbiased data show how Texans, led by Michael Nolen and Nate Seidell, and UH and LEARFIELD, led by Lauren Wilson, made a tremendous impact with TDECU. Details: The powerhouse division is for brands with brand equity scores above the median among 653 partnerships measured between August of 2023 and May of 2024. Within the division, market leaders outperform their selected competitors, while challengers rank second or third. The #3 ranking reflects the highest lift in brand equity among fans who recall the partnership compared to those who do not. For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global
Congratulations to SeatGeek and the Pittsburgh Pirates on winning a prestigious Wakefield Award! SeatGeek came in #2 of 75 partners from around the country who are market leaders in the Powerhouse division. SeatGeek's results included three partnerships with Wakefield property clients, including the Pirates. The unbiased data show how Andy Giambroni, Jared Kozinn, J.D., M.B.A. and their team at the Pirates made a tremendous impact with SeatGeek. Details: The powerhouse division is for brands with brand equity scores above the median among 653 partnerships measured between August of 2023 and May of 2024. Within the division, market leaders outperform their selected competitors, while challengers rank second or third. The #2 ranking reflects the highest lift in brand equity among fans who recall the partnership compared to those who do not. For more on Wakefield Awards, contact lane@wakefield.global For more on Wakefield, see www.wakefield.global