Trajektory – a holistic view of sports sponsorship

With Yanni away in Hawai'i (working on the IRONMAN World Championship, rather than competing in it) Charlie took the reins of the podcast this week, welcoming Alex Kerr, CEO of Trajektory, to chat about sponsorship analytics in the sports industry. We’ve been tracking his company – which uses advanced AI and a dynamic valuation method to deliver more accurate media analytics – for a while, so it was great to get Alex on to dig into the business.

Along with our Head of Strategy, Andy Selby, Charlie and Alex explore the significance of data in driving revenue for both rights holders and brands, dig out success stories from Trajektory's client base, and explore the balance of providing a SaaS service and supporting customers through hands-on customer success teams. Based in Chicago, the company works with major brands and teams across the NFL, NBA, MLB, NHL and MLS.

Timestamps:

• 06:15 – Intro to Trajektory
• 11:00 – Client successes
• 14:30 – Understanding brand objectives
• 22:00 – Innovations around in-venue data tracking
• 28:30 – Serving both sides of the market
• 34:30 – Getting granular on reporting
• 39:00 – The culture at Trajektory