celebrity dbi

The Marketing Arm's Celebrity DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity's relevance to a brand's image, target demographic and influence on consumer buying behavior. Learn more

sports property index

The Marketing Arm's Sports Property Index (SPI) is the industry's first independent index that determines a sports property's ability to influence brand affinity and consumer purchase intent. Learn more

motorsports index

Our Motorsports Index captures race fan perspectives about more than 50 drivers, team owners, broadcasters, and crew chiefs across NASCAR, IndyCar and NHRA. With the ability to compare perspectives of both avid and casual race fans, the Index provides critical insights to guide strategic platform development for motorsports sponsors.


IdeaLink is The Marketing Arm's collaborative hub. It's the engine behind our big ideas. Fueled by a powerful database of staff interests and passions, IdeaLink gives our Concepts & Strategy team the power to tap into the creative brilliance of The Marketing Arm's people.