Criteria and audience

The filter every property passes through, and the audience it has to reach.

Waymo's framework and the four criteria CAA added, scored 1 to 5 out of 40. Then the target audience, the passions that sit in its sweet spot, and the five lanes the deck shortlists.

Brand missionBe the world’s most trusted driver
Brand purposeOffer freedom of movement to all, create a sustainable, efficient transportation ecosystem, and make the planet better than we found it.
Brand role in sportsRemove the frictions around fandom and give fans the freedom to feel it all.
Partnership platformLet Yourself Go
Partnership objectiveCreate experiences that give fans more freedom to lose themselves in the moments, emotions and rituals they love.
Partnership pillars
Every property in the tool is tagged to the pillars it can deliver. A Waymo partnership should always give fans the freedom to let themselves go.
Possibility
Go Beyond the Game
An extended event experience, starting on the app.
Key criteriaHow can the partnership enrich the journey before and after the event?
“Waymo made gameday feel bigger than just the game.”
Personalization
Go Your Way
A personalized and elevated event experience from ride to seat.
Key criteriaHow can the experience reflect each fan’s team, preferences and rituals?
“Waymo made the experience feel like it was built for me.”
Access
Go Where Others Can’t
Exclusive access and rewards, bringing fans closer to what they love.
Key criteriaWhat access or rewards can Waymo offer that fans cannot get elsewhere?
“Waymo brought me closer to the things I love most.”
Platform selection criteria
Eight criteria scored 1 to 5, with 40 points possible. Scores guide the shortlist; brand fit and available rights remain decision gates.
Waymo frameworkDelivery potential
Access
Does it offer valuable rights such as PUDO, signage, and hospitality?
5 = We control the on-site experience.
Trust
Does it lend credibility and build confidence among new customers?
5 = Credibility transfers to us.
Trial
Does it create opportunities for new audiences to experience their first ride?
5 = The event itself is the first ride.
Habit
Does it allow audiences to build Waymo into their routine?
5 = It builds a repeat routine.
Added criteriaStrategic value
Audience fit
Does it reach a meaningful share of the target audience?
5 = Strongest affinity and profile fit.
Trend alignment
Does it align with relevant cultural trends that Waymo could participate in?
5 = It sits at the center of one.
Whitespace
Does it provide competitive whitespace versus rideshare and AV competitors?
5 = No material rival in the review.
City unlock
Does it provide direct access to priority markets?
5 = It lands in four or more.
Decision rule

Anchor where ownership is credible; compete where city utility wins; grow through relevant new audiences.

Portfolio roles
One anchor, selective city competition, broader audience growth. Existing local assets are judged on access and rides.
AnchorTennis or motorsportOne global anchor. Prioritize tennis for clearer competitive space, keep motorsport as the alternative for its autonomy story. Choose one after rights and cost diligence.
CompeteBasketball in key marketsExtend the Warriors playbook where local rights remain open. Prioritize useful arena trips, dedicated pickup and first-ride trial. Compete selectively rather than seek national ownership.
GrowGaming and fashionTest digital discovery through gaming and design-led relevance through fashion. Tie awareness to a measurable route to ride trial. Scale only with evidence of ride trial.
LocalizeTeams, stadiums, festivals, collegeEvaluate for local access and rides. Retain or optimize useful assets even outside the new passion shortlist.
Investment gates
Every investment clears these regardless of score.
  1. Available rights, confirmed before commitment
  2. Viable cost and economics
  3. Service-area and fleet fit in the market
  4. A measurable path to trial or repeat rides
  5. Reduces fan friction, personalizes, unlocks access, or extends value beyond the event
Local nuance
Keep the global anchor consistent. Vary local spend where another lane is a stronger route to riders.
AnchorStrong anchor reach and interest. Prioritize local activation of the chosen platform.
CompeteLower anchor fit or limited local access. Assess basketball team and arena rights and local fan demand.
GrowLower anchor fit or limited local access. Compare gaming, esports and fashion audiences, partners and routes to trial.
HoldNo option meets the investment gates. Defer major spend, deploy talent or creators, or run a small, measurable test.
Source: Waymo x CAA Brand Consulting, Sports and Culture Partnership Strategy, October 2026, slides 38 to 56.