Agency of Record for Sponsorships and Naming Rights
With our proprietary Partnership Intelligence™ System, Innovative Partnerships Group has a proven track record in ensuring our brand clients maximize the value in their partnership deals.
Driving Measurable ROI for Global Brands
Innovative Partnerships Group is a leading corporate partnerships agency and serves as an Agency of Record for Sponsorships and Naming Rights. We help brands turn sponsorship investments into strategic partnerships that drive measurable business results.
As brand strategy, business strategy, sales strategy, and marketing strategy consultants, we help organizations rethink sponsorships and naming rights—not just as marketing exposure, but as platforms for revenue-generating business models.
Turning Sponsorships Into Partnerships Built for ROI
Most sponsorships are evaluated through media equivalency alone. Our approach shifts this mindset by focusing on outcomes—tied to sponsorship ROI, business performance, and long-term brand value. We help brands build sponsorship strategies that are supported by:
Revenue modeling and recurring revenue frameworks
Brand fit and brand lift analysis
Competitive analysis for sponsorship opportunities
Custom measurement frameworks to prove performance beyond media exposure
New asset value creation to strengthen long-term partnership performance
These are some of our current and past brand clients.
Innovative Partnerships Group’s proprietary Partnership Intelligence™ system provides the most comprehensive 360 perspective on how brands should evaluate, measure and value naming rights, sponsorships and B2B partnerships. Innovative Partnerships Group is recognized globally as one of the top agencies for its state-of-the-art multi-view process.
Innovative Partnerships Group ensures that brands capture not only visibility but also meaningful business outcomes through partnerships.
We help brands with:
PARTNERSHIP STRATEGY & ADVISORY
Align sponsorships and naming rights to business goals with clear objectives, roles, and measurable outcomes.
SPONSORSHIP & NAMING RIGHTS PLANNING
Prioritize the right sponsorships and naming rights opportunities across categories, markets, and audiences.
RESEARCH, INTELLIGENCE, & ANALYTICS
Use insight and analytics to evaluate opportunities, sharpen targeting, and build a defensible partnership roadmap.
CREATIVE CONCEPTING & PARTNERSHIP STORYTELLING
Turn strategy into a clear creative platform that makes sponsorships feel like real partnerships.
ACTIVATION & EXPERIENCE DESIGN
Design activations that engage audiences and deliver brand value on site and in market.
CONTENT & SOCIAL ACTIVATION
Extend partnership impact with content and social that turns campaigns into always-on storytelling.
CHANNEL INTEGRATION & AMPLIFICATION
Connect sponsorships and naming rights to broader paid, owned, earned, and partner channels.
MEASUREMENT, PERFORMANCE, & OPTIMIZATION
Define KPIs, track performance beyond media value, and optimize to improve sponsorship ROI.
PURPOSE & COMMUNITY IMPACT PARTNERSHIPS
When relevant, build community forward programs that support credibility, relevance, and impact.
Representing Brand Categories that Shape the Future of Partnerships
We provide brands with expert advisory and valuation support at every stage of the sponsorship lifecycle – from new deals to renewals. Our proven methodologies have helped global companies unlock the true potential of their partnership investments.
AI PLATFORMS
AUTOMOTIVE
TELECOM
FINTECH
ENERGY
TOURISM
STREAMING CONTENT
HEALTH & WELLNESS
CONSUMER TECH
"ZERO PROOF" BEVERAGES
Naming Rights Thought Leadership
Sponsorship, Naming Rights and Valuation Consulting
Innovative Partnerships Group is a specialized business valuation consulting firm—one of the leaders in the industry for sponsorship and naming rights valuation. Our valuation services include:
Sponsorship valuation and property naming rights valuation
Rightsholder naming rights valuation and municipality sponsorship valuations
Brand and business valuation, including asset and intellectual property valuation
Analytics-driven valuation and property valuation techniques
We help brands optimize partnership asset mix partnership structures by balancing media and non media assets to maximize performance, flexibility, and long term value, guided by trends and best practices sponsorship and trends and best practices naming rights.
For brands participating in district activations and venue ecosystems, partnerships can also support placemaking objectives and the benefits of mixed use development.
