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/.