Trajektory

Trajektory The Most Holistic Way to Measure Sponsorships. Measure More. Worry Less. For teams, leagues, agencies, and brands.

One month into the NFL season, travel and hospitality brands are making serious noise across team social feeds. ✈️🏈With ...
10/14/2026

One month into the NFL season, travel and hospitality brands are making serious noise across team social feeds. ✈️🏈

With $2.4M in total social brand value generated across the league’s 32 teams, the battle between airline partners and gaming/resort giants is heating up:
• Gaming and entertainment resorts continue to capture massive early-season attention.
• Airlines locked down half of the top 10 leaderboard, proving just how essential game-day travel activations are to fan engagement.
• A few selective brands proved that you don’t need high post volume to drive top-tier engagement efficiency.

We broke down the full Top 10 leaderboard and category benchmarks in the graphic below ⬇️

Which travel activation has caught your eye on game days so far?

With the Indiana Fever driving a staggering $32.5M in social value, Eli Lilly and Company securing $4.4M via their jerse...
10/13/2026

With the Indiana Fever driving a staggering $32.5M in social value, Eli Lilly and Company securing $4.4M via their jersey patch, and Gainbridge dominating with $27.8M in broadcast brand value, the 2026 WNBA regular season proved one thing: women's sports aren't just growing, they are delivering massive, multi-channel ROI that sponsors can no longer afford to overlook. 🚀

In this report, we break down:
• The top teams, brands, and partnerships driving premium social value and engagement
• What’s actually driving performance across Instagram, TikTok, Facebook, and X
• How leading brands like Salesforce and CVS are turning raw engagements into actionable sponsorship intelligence
• Where earned broadcast highlights, like home arena naming rights and jersey patches, are unlocking millions in incremental value most aren’t tracking

Click the link in the comments to download the full report to see what’s really driving value →

During the 2026 WNBA regular season, the Indiana Fever reached 52.9 million households.The heat map below highlights a c...
10/08/2026

During the 2026 WNBA regular season, the Indiana Fever reached 52.9 million households.

The heat map below highlights a critical shift in how team assets deliver value: viewership did not concentrate solely within the local Indianapolis DMA. Instead, household delivery scaled heavily across major media markets from coast to coast.

Why this matters for sports business:
1️⃣ Legacy regional pricing models no longer fit. Team-level broadcast assets are historically priced on local market scale. When a single franchise consistently generates nationwide household reach, regional rate cards undervalue asset performance.
2️⃣ Cross-market brand exposure. Sponsors activating with the team are capturing national broadcast exposure, requiring cross-market valuation to justify renewal and expansion rates.
3️⃣ The requirement for unified measurement. As broadcast distribution expands across national networks, regional sports networks, and streaming platforms, properties and brands need standardized data to verify where value is actually delivered.

Understanding the geographic dispersion of broadcast exposure is only one piece of evaluating modern sponsorship performance.

👀 Next week, we are releasing our complete 2026 WNBA End-of-Season Report, breaking down full broadcast and social valuations across every team in the league.

September's top social posts are in! This month's data shows a clear shift: while game highlights are still key, the big...
10/06/2026

September's top social posts are in! This month's data shows a clear shift: while game highlights are still key, the biggest wins came from teams expanding their content playbook to connect with fans through culture, humor, and lifestyle.

Across the major US leagues, the posts that drove the highest engagement blended the world of sports with the cultural trends that fans are already loving.

Key themes from this month's top-performing content include:

🔸 Tapping into the Zeitgeist: The MLB saw massive success with celebrity and pop-culture crossovers, proving the power of reaching beyond traditional sports audiences. Meanwhile, the NBA and NFL leaned into humorous, relatable trends, creating native content that resonated deeply with younger fans.

🔸 Unrivaled Star Power: The MLS showcased the incredible impact of global superstars, with high-profile moments and superstar interactions driving engagement numbers that towered over the rest.

🔸 The Full Game-Day Experience: The WNBA and NHL captured the raw energy and lifestyle surrounding game day, showing that the entertainers, pre-game tunnel walks, and fan atmosphere are just as powerful as the on-court action.

10/01/2026

Many end-of-season sponsorship recaps still hand brand marketers the same package: high-res stadium photos, turnstile estimates, and unverified aggregate impressions.

In a market where brand CMOs are held to the same scrutiny as performance media buyers, that format is costing properties renewals.

We recently sat down with industry veterans Jeff Armstrong (CEO, Strong Side Sports & Entertainment) and Matt Yonan (President, Tigris Sponsorship & Marketing) alongside Trajektory’s Calista Corley to discuss what brands and agencies actually want to see in a sponsorship recap.

A few core takeaways from the conversation:

1️⃣ Gross impressions are an operational metric, not proof of ROI. If a brand’s primary KPI is B2B pipeline acceleration or local community goodwill, a broadcast impression total fails to answer whether the deal moved the needle.
2️⃣ Format matters as much as data. Brands and agencies almost universally push back on locked web portals. They need clean, editable PowerPoint slides to drop into executive decks and raw data ledgers to integrate into internal attribution models.
3️⃣ Third-party verification is becoming contractually mandated. Self-reported property numbers are no longer accepted at face value. Audit clauses and event-by-event granular delivery logs are increasingly written directly into partnership agreements.

When properties move away from vanity totals and deliver objective, verified reporting tied to a partner's original business goals, recaps shift from an administrative exercise into a retention engine.

Read the full webinar summary here:
https://hubs.li/Q04yRySx0

Most of us would consider running 26.2 miles in 2:43:39 a lifetime achievement. 🏃🏼‍♀️🇩🇪For our data analyst, Sophia, who...
09/30/2026

Most of us would consider running 26.2 miles in 2:43:39 a lifetime achievement. 🏃🏼‍♀️🇩🇪

For our data analyst, Sophia, who competes at the semi-pro level, it was a grueling, gritty day on the Berlin course.

While she is probably already breaking down the splits and analyzing what to tweak next time (we are data nerds, after all), the rest of the Trajektory team is just blown away by the sheer grit it took to push through.

Setting the bar absurdly high and putting in the work to get there is just how Sophia operates, and we could not be prouder to have her on our team.

Huge congratulations on an incredible race, Sophia. Now take a well-deserved break at Oktoberfest. 🍻

⚾ Nothing beats taking the team out to Wrigley Field, especially on a historic afternoon like yesterday.Between the Chic...
09/25/2026

⚾ Nothing beats taking the team out to Wrigley Field, especially on a historic afternoon like yesterday.

Between the Chicago Cubs punching their ticket to the playoffs and Pete Crow-Armstrong making franchise history as the first Cub in the 40-40 club, we picked the perfect day for a company outing.

Great baseball, historic milestones, and even better company. 🚀

The Trajektory team is hitting the road! We're heading to major industry conferences across the country over the next fe...
09/24/2026

The Trajektory team is hitting the road! We're heading to major industry conferences across the country over the next few weeks to talk all things sports analytics, asset valuation, and data-driven decision-making. Here is where you can catch our team on-site:

- SMA Sponsorship Mastery Summit (Nashville | Sept 28–30) Meet up with Brian Boitmann (VP of Sales) and Daniel Ross (Sr. Manager of Brand Partnerships).

- ANA Measurement & Analytics Conference (Chicago | Sept 28–30) Connect with Roger Payne (COO).

- SBJ Game Changers (New York | Sept 30–Oct 1) Catch Calista Corley (CSO).

If you're attending any of these events, reach out—we’d love to connect!

🚨 Reminder: Next week we are diving into what brands really look for in modern performance reporting. 🚨If you want to tr...
09/23/2026

🚨 Reminder: Next week we are diving into what brands really look for in modern performance reporting. 🚨

If you want to transition away from static decks and elevate your recap strategy to drive higher renewal rates, this interactive panel is for you.

Join us alongside Matt Yonan from Tigris Sponsorship & Marketing and Jeff Armstrong from STRONG SIDE Sports & Entertainment for: "What Brands Actually Want in a Sponsorship Recap."

Here is what we are covering:

🔹 What brands prioritize in modern performance reporting
🔹 How communication around deliverables and data requests has evolved
🔹 Practical steps to modernize partnership recaps for higher renewal rates

📅 Date/Time: Wednesday, September 30, 2026 @ 10-10:45 AM CT

🔗 Save your spot here: https://hubs.li/Q04y3bL70

Last week at the World Football Summit in Madrid, Trajektory was named the Most Innovative Supplier at the WFS Awards.Sh...
09/21/2026

Last week at the World Football Summit in Madrid, Trajektory was named the Most Innovative Supplier at the WFS Awards.

Sharing a room, and an awards stage, with leaders shaping the future of global football, including Michele Kang, KC Current, and Vicente del Bosque, was both humbling and energizing. The conversations across the summit reaffirmed a clear shift across the sport: modern commercial and partnership teams require objective, real-time intelligence to make smarter sponsorship decisions.

While Alex, Courtney & Itamar had the privilege of accepting the award in Madrid, this recognition belongs to every single person at Trajektory building the technology behind the scenes. It also belongs to our team, league, and brand partners who trust us to power their sponsorship intelligence every day and help push our innovations.

Thank you to World Football Summit, Thomas Preiss, and SportsTechX for the honor.
Milestones like this are worth celebrating, but the work is far from done. We are more focused than ever on setting the standard for sponsorship intelligence worldwide.

Lastly, another thank you goes to Atlético Madrid for the amazing game-day experience and atmosphere. Our team had an amazing time wrapping up the summit at your match.

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