Entertainment Venues Sponsorships and Naming Rights
From Concert venue naming rights to experiential activations and beyond, Innovative Partnerships Group has national and global experience in securing entertainment venue sponsorships.
A Full-Service Agency for Entertainment Venues
Innovative Partnerships Group helps entertainment venue owners and operators maximize long-term revenue through integrated sponsorship and naming rights partnerships built for durability, alignment, and shared value. We work across a variety of entertainment venues—including music venues, theaters, cultural institutions, and multi-use arenas—to design programs that support financial performance, audience engagement, and brand relevance.
Whether a venue is in the planning, construction, launch, or ongoing operations stage, we build sponsorship and naming rights programs that deliver sustainable commercial success over time.
As a full-service sponsorship agency, we provide ongoing support throughout the sponsorship and naming rights lifecycle. Whether serving as a sponsorship agency of record or a naming rights consultant, we align venues with long-term sponsors and strategic partners. Our team brings real-world deal execution and advisory expertise to every engagement
Naming Rights & Sponsorship Platforms for Entertainment Venues
We support sponsorship and naming rights across entertainment venues, including:
Arena naming rights for multi-use venues and performance-driven spaces
Theater naming rights for performing arts and cultural institutions
Music venue naming rights for amphitheaters and live entertainment spaces
For venues that occasionally host sports or large-scale events, we also offer stadium naming rights guidance, including market comparisons and valuation analysis on naming rights for stadiums where relevant.
Business Development & Sponsorship Sales Services
We lead go-to-market efforts for entertainment venues, focusing on securing long-term sponsors, founding partners, and strategic partners aligned with the venue’s programming and commercial objectives. Our services include:
C-suite lead generation and executive outreach to drive sponsorship sales
Prospect development and pipeline management by a dedicated sponsorship sales team
Deal structuring and outreach, supported by senior sponsorship consultants
Negotiation support, focusing on strategic fit, integration, and long-term value
Additionally, we offer property representation naming rights services to venues, providing support with property sales representation and rights holder sales representation as needed.
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.
We design sponsorship strategies that integrate directly into venue operations, programming, hospitality, and guest experience. Our advisory services assist with:
Sponsorship pricing strategy across venue assets, experiential spaces, and digital inventory
Strategic planning, informed by deep sponsorship expertise
Ongoing consultancy for sponsorship and naming rights, leveraging broader sponsorship expertise
Support for cross-category programs and global sponsorship opportunities when venues attract international brands or touring partners
For venues bridging music, performance, and live events, we also provide sports and entertainment sponsorship strategy, using best practices from sports sponsorship models.
Lease, Tenant, & Vendor Integration for Entertainment Venues
For venues with leased space or operating partners, we integrate tenant, vendor, and leasing strategies into the sponsorship and naming rights framework. This includes alignment with:
Venue tenants and operators
Food providers, hospitality partners, and quick-service restaurants
Retail and experiential vendors
Our approach ensures these tenants and vendors are not just occupants but strategic partners that contribute to programming, guest experience, and long-term revenue growth.
Our valuation and market intelligence services provide disciplined analysis and competitive context for naming rights and sponsorships. We apply benchmarking frameworks to ensure pricing and positioning reflect current marketplace dynamics.
For venues bridging music, performance, and live events, we also provide sports and entertainment sponsorship strategy, using best practices from sports sponsorship models.
