Innovative Partnerships Group uncovered that the real value of the jersey partnership for Alaska Airlines was not in traditional broadcast media but in new media. This real value included digital and out of home media assets found through the “walking billboard” jersey valuation module using the Partnership Intelligence™ system. Through leveraging the Human Capital module, we quantified the importance of the Portland Timbers to the airline's large employee base in the Portland DMA. In addition, the community assets and passionate fan base created a massive brand lift for Alaska Airlines. This resulted in a higher brand equity value than other assets of similar scope and market size.
Mike Golub, President of Business for Portland Timbers, stated, "Innovative Partnerships Group was instrumental in making this happen for the Club."