Trajektory

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

08/28/2026

Meet Kenny Wilson, the newest addition to the Trajektory crew! 🚀

As a Strategic Account Executive, Kenny brings a passion for sports, problem-solving, and building strong relationships to the team. When he’s not working, you’ll probably find him golfing, at the gym, tackling trivia and puzzles, spending time with his family, or watching the Baltimore Ravens or 76ers.

A few fun facts about Kenny: he’s a big fan of The Wire, loves a good chess game, and was part of an Odyssey of the Mind team that placed 3rd in the world.

Welcome to the team, Kenny. We’re excited to have you on board!

08/27/2026

Which healthcare brands are generating the most value across social media in professional sports?

Our latest Industry Intelligence rankings break down the top-performing healthcare brands across MLB, NBA, NFL, NHL, MLS, WNBA, and NWSL from August 2025 through August 2026, highlighting both brand value and fan engagement.

A few takeaways:

Orlando Health leads the MLS with an impressive $7.4M in brand value and 16.7M engagements.

UCLA Health dominates across multiple leagues, claiming the top spot in MLB ($5.4M), the NBA ($4.7M), the NFL ($3.0M), and the WNBA ($1.2M).

RWJ Barnabas Health is the top performer in the NHL, generating $1.9M in brand value.

Powered by Trajektory’s Industry Intelligence, these rankings help brands understand the return generated by their sponsorship investments while benchmarking their performance against competitors across the sports landscape.

With greater visibility into brand value and engagement, healthcare companies can make more informed partnership decisions and identify new opportunities for growth.

08/26/2026

Trajektory has been the gold standard for Digitally Enhanced Dasherboard (DED) measurement since the beginning in 2022.

Last season alone, 21 NHL teams trusted Trajektory to power their DED measurement. Because we track nearly 10x more DEDs than any other vendor in the market, our partners gain access to the deepest repository of expertise for league benchmarking.

Our experience is your competitive advantage.

Across the league last season, we tracked:
💰 $890M+ in total DED value
⏱️ 2,782 hours of brand exposure

The result? The most accurate, comprehensive, and trusted valuation in the industry.

With the puck dropping soon on a new season, make sure your team is prepared.
Download our 2025-2026 NHL DED Report for complete team rankings and actionable insights.

🔗 https://hubs.li/Q04vhMm60

08/20/2026

What does a team’s audience actually look like across the country?

Trajektory’s Industry Intelligence Viewer Heatmaps make it easy to see where a team’s viewership is concentrated, giving brands and rights holders a clearer picture of the geographic reach and scale of their audience.

This Los Angeles Dodgers example covers the reporting period of July 19–August 19, 2026, showing average household viewership across the top markets during that window. Los Angeles leads by a wide margin at 5.1M, followed by New York, Chicago, Philadelphia, and Phoenix.

But the heatmap also provides important context behind the numbers.

During this reporting period, the Dodgers played the Chicago Cubs three times — August 3, 4, and 5 — with the Cubs winning all three games. That matchup helps explain why Chicago appears as one of the Dodgers’ strongest markets during this period.

This is where Industry Intelligence becomes especially valuable. The heatmap doesn’t just show where an audience is — it can help users understand the events, matchups, and market dynamics that may be influencing viewership.

For teams, leagues, brands, and sponsors, that means a clearer way to evaluate geographic reach, market strength, and audience performance when assessing media and sponsorship opportunities.

08/18/2026

What was the social impact of the LeBron James trade for the Philadelphia 76ers?

Using the Trajektory platform, we compared the 76ers’ social performance before and after the trade to measure the impact of the move.

The results speak for themselves:

Social Post Value: $2.6M → $4.9M
Impressions: 114.5M → 218.3M
Engagements: 4.5M → 7.9M

The LeBron trade didn’t just make headlines — it drove a significant increase in the 76ers’ social visibility, engagement, and overall social post value.

With Trajektory, we can quantify that impact and turn major sports moments into measurable business insights.

08/17/2026

Sponsorship data becomes far more valuable when you have an industry benchmark to compare it against.

Trajektory’s Industry Intelligence gives sponsorship professionals the context they need to understand performance across the market by giving you access to social and broadcast data across every game and every team across the major 7 leagues.

Compare:
• Your partnerships against competitors and other properties
• Performance across leagues, teams, brands, and seasons
• Social and broadcast results using a consistent methodology
• National, home, and away broadcast feeds to see the full picture of exposure and value

Move beyond isolated results to understand where partnerships stand, what is driving their performance, and where the greatest opportunities lie.

Click the link to learn more: https://hubs.li/Q04tbkbr0

08/13/2026

Which NHL patch partnerships delivered the most value during the 2025–2026 regular season?

Trajektory’s latest report ranks jersey and helmet patch sponsorships by partner value and total broadcast duration. Dairy Farmers of Ontario led all jersey patches, generating $2.14M in partner value on the Toronto Maple Leafs’ home jersey, while Bell Telecom topped the helmet rankings with $2.79M on the Montreal Canadiens’ home helmet.

The results also reveal why exposure time alone does not tell the full story. Audience size, broadcast distribution, camera visibility, patch placement, and exposure quality all influence sponsorship value. Powered by Trajektory’s Industry Intelligence: Broadcast data, the report helps teams and brands benchmark performance, evaluate their investments, and uncover opportunities to generate greater returns.

Download the full report: [https://hubs.li/Q04sP17b0]

08/12/2026

Which telecommunications brands are generating the most value across professional sports?

Our latest Industry Intelligence rankings break down the top-performing telecommunications brands across MLB, NBA, NFL, NHL, MLS, WNBA, and NWSL from August 2025 through August 2026, highlighting both brand value and fan engagement.

A few takeaways:

AT&T leads the NBA, MLS, WNBA, and NWSL, generating $10.6M in brand value and 82.9M engagements across the NBA alone.

Rogers Wireless claims the top spot in MLB with $6.4M in brand value and 34.3M engagements.

Verizon leads the NFL with $5.1M in brand value, while Bell Telecom tops the NHL with $6.7M.

Powered by Trajektory’s Industry Intelligence, these rankings help brands understand the return generated by their sponsorship investments while benchmarking their performance against competitors across the sports landscape.

With greater visibility into brand value and engagement, telecommunications companies can make more informed partnership decisions and identify new opportunities for growth.

08/10/2026

Sponsorships can no longer be measured by visibility alone. The strongest partnerships are built around clear objectives, cross-channel measurement, and the flexibility to optimize over time.

In our latest webinar, experts from Playbook for Health, JP Sports & Entertainment, Verizon, and rEvolution explored how brands can move beyond impressions, connect sponsorship data to business outcomes, and build partnerships capable of delivering a 3x return.

Their biggest takeaway: define success before the deal begins, diagnose underperformance before reacting, and evaluate value with both short-term results and long-term brand growth in mind.

Read more here: https://hubs.li/Q04sqM8k0

08/05/2026

That’s a wrap on the 2026 SBJ Thought Leaders Retreat!

Alex Kerr and Courtney Whiteside joined industry leaders for insightful conversations, engaging panels, and plenty of discussion about how AI is shaping the future of sports business.

A highlight of the retreat was hiking at the National Ability Center, an incredible organization creating inclusive recreational opportunities for people of all abilities.

Thank you to everyone who shared their ideas, experiences, and perspectives throughout the event. We’re grateful for the new connections and look forward to continuing the conversations.

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