Trajektory

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

06/25/2026

What happens when sponsors at hosting stadiums get covered at one of the biggest sporting events in the world?

The best marketers don't see restrictions. They see opportunities.

As FIFA's clean venue rules covered stadium naming rights and sponsor branding, brands like Levi's, Gillette, and Heinz turned a limitation into a creative marketing moment. From inverted social media logos to shaving cream-covered stadium signage and customized packaging, these brands found ways to stay part of the conversation during one of the most engaged events.

It's a reminder that some of the most impactful activations come from adapting to the moment and quickly turning around on a trend.

Which brand was your favorite?

06/23/2026

What your national broadcast number isn't telling you.

Most sponsorship measurement platforms report a single national broadcast number. But that number only tells part of the story.

In this Chicago example, the national feed represented just 37% of total viewership. The remaining audience came from local and away feeds. These viewers are often hidden when measurement relies on a single averaged number.

The result? Sponsorship decisions based on incomplete data.

National averages treat every viewer and every broadcast the same, masking where audiences are actually concentrated, missing feed variances, and misreporting where sponsorship visibility is generating the most impact. Understanding who is watching, where they are watching, and which feeds are delivering exposure is critical to accurately evaluating sponsorship performance.

That's why Trajektory's Industry Intelligence: Broadcast tracks Home, National, and Away feeds across every market. By combining multi-feed measurement with market-level valuation, teams and brands gain a more complete view of sponsorship visibility, stronger benchmarking intelligence, and ROI they can confidently defend.

Do you know your true sponsorship value?

06/22/2026

The Stanley Cup Final generated more than just on-ice drama—it created major value for brands.

The Carolina Hurricanes were #1 in Finals engagement, generating 4.6 million engagements, and #1 in social post value generating $2.9 million throughout the reporting period. Lenovo emerged as the top-performing brand, driving $317.5K in brand value and leading a group of partners that capitalized on the heightened attention surrounding the Finals.

The data also shows the power of consistent brand integration. Four of the top five brand-team partnerships came from Hurricanes content, proving that when a team captures fan attention, sponsors can benefit right alongside them.

06/18/2026

The New York Knicks were #1 on the court and #1 in engagement during the Finals, generating 26.8 million engagements and $15.4 million in social post value across their content.

From championship celebrations to viral game moments, brands that secured visibility alongside the Finals conversation saw major returns. Chase topped all partners with $1.6 million in brand value, while Michelob Ultra appeared twice among the five highest-performing team-brand partnerships.

When fan attention reaches its peak, the right content and the right brand placement can turn a single post into significant sponsorship value.

06/16/2026

You're making budget decisions on incomplete data — see for yourself.

Same game. Very different broadcast. If your sponsorship measurement only covers one single feed, you're not getting the full picture. Our multi-feed capability covers national, home, and away feeds and is now part of our Industry Intelligence: Broadcast benchmarking tool.

Industry Intelligence: Broadcast gives brands access to league-wide sponsorship benchmarks across broadcast, helping them understand how their assets, partnerships, and competitors are truly performing. Users can compare value, duration, and viewership across teams and partners to identify top-performing assets, uncover market trends, and make more informed sponsorship decisions.

What makes those insights valuable is the data behind them. Industry Intelligence: Broadcast is powered by complete broadcast exposure tracking across every available feed: national, home, and away. That means the benchmarks you're using aren't based on a single broadcast or partial view of the game. They're built on the full picture of how sponsorships actually appeared on television.

Data integrity is about providing data you can trust and defend. You can only get that when your data covers every feed.

Are you ready to see your true sponsorship ROI? Schedule a demo today.

06/12/2026

That's a wrap on the SBJ Brand Innovation Summit in Chicago.

Thank you to everyone who stopped by the Trajektory booth, attended our conversations, and connected with our team throughout the event. It was great to see so many brands, teams, agencies, and industry leaders discussing the future of sponsorship measurement and partnership strategy.

A special thank you to everyone who joined us for our rooftop dinner. We loved bringing together customers, partners, and friends of Trajektory for an evening of great conversations overlooking our hometown city.

We're grateful for all the new connections and insights from the week and look forward to continuing the conversations.

06/10/2026

With the 2026 World Cup approaching, MLS clubs have a major opportunity to ride the wave of excitement around their international stars.

National team sendoff posts are some of the most engaging content teams can publish, creating valuable opportunities to showcase sponsors alongside players fans are eager to support. Inter Miami's Messi post is a perfect example—an iconic image that naturally puts both Lowe's and Royal Caribbean front and center while driving significant engagement and sponsor value.

As more MLS players head off to represent their countries, the clubs that strategically align sponsor visibility with these moments will be best positioned to maximize both fan engagement and partner ROI.

06/09/2026

The 2025–26 Stanley Cup Final is set, and if social performance is any indication, Carolina enters the series with the momentum.

The Hurricanes led Vegas across nearly every major social and sponsorship metric this season, generating $7.4M in social post value, $21.3M in social brand value, and more than double the engagements (12.2M vs. 5.2M) while also producing more content throughout the year.

The Golden Knights do hold one advantage: audience size. Vegas enters the Final with a larger social following (2.1M vs. 1.9M), proving the franchise continues to punch above its weight when it comes to building a passionate fanbase.

The numbers off the ice may favor Carolina, but championships aren't won on social media.

Date range: Jan. 2 - June 4

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