Creating partnerships that go beyond traditional media exposure to build lasting value and B2B sales growth through innovative integration opportunities.
Going Beyond Traditional Media
Innovative Partnerships Group specializes in B2B sponsorship development and sponsored programs for properties across sports and entertainment, including arenas, stadiums, universities, healthcare systems, municipalities, and mixed-use districts.
We design sponsorship strategies, build scalable sponsored programs, and develop high-value naming rights opportunities that function as business drivers, based on integration, alignment, and long-term value creation.
A More Holistic Approach
Effective B2B sponsorships and sponsored programs require more than just visibility—they require thoughtful planning, clear objectives, and integration into core business operations. This is especially important in public-facing environments such as venues, campuses, healthcare facilities, and civic spaces.
We develop sponsorship strategies and sponsored programs that:
Developing Strong Case Studies
Building Innovative B2B touring opportunities
Integrating seamlessly into existing infrastructure
Leveraging HR Budgets for Unique Employee Experiences
Creating a Recruiting Pipeline
Leaning into Programming Trends for Sustainability & DEI
This ensures that sponsorships scale and remain relevant over time.
Our 4 Innovation Studios
Our company is made up of four full-service studios that can work independently or together depending on the breadth of our clients' needs.
Sponsorship Strategy & Sponsored Program Development
Our development process focuses on creating sponsored programs and assets that serve real business needs and are designed to be activated throughout the full lifecycle of a property—from planning and construction to launch and ongoing operations.
We focus on:
Developing proprietary sponsorship assets and sponsored program IP
Creating executive touring, education, and relationship-building sponsorships
Building credible case studies and sponsor storytelling to support renewals
Identifying integration points across facilities, operations, and development phases
Whether it's a sports venue, university campus, healthcare system, or municipal district, we help integrate sponsorship and sponsored programs to deliver real business outcomes.
Naming Rights Sponsorship
Naming rights are among the most valuable forms of B2B sponsorship when structured correctly. We support the strategy, packaging, and positioning of:
Stadium naming rights
Naming rights for arenas, entertainment venues, and districts
Naming rights for universities, healthcare facilities, and municipal assets
Long-term naming rights platforms supported by year-round sponsored programming
Naming rights perform best when designed as a comprehensive sponsorship platform that integrates business development, hospitality, experiences, and ongoing visibility, far beyond just signage.
Sponsored Programs Across Sectors
We design and implement sponsored programs and strategies across a variety of sectors, including:
Sports and entertainment venues and districts
New and renovated arenas and stadiums
University campuses and healthcare systems
Municipalities and civic assets
Mixed-use developments and adjacent real estate ecosystems
As experts in mixed-use developments, we align sponsorships with mixed-use planning, ensuring integration that enhances programming, foot traffic, and long-term asset performance.
Built for Long-Term Sponsorship Value
Our approach is built for durability and long-term performance. We help organizations build sponsorship programs that:
Create value across business development, operations, and leadership
Strengthen internal and external stakeholder relationships
Support renewals through measurable impact and strong sponsor storytelling
Contribute to long-term asset performance and organizational growth
The result is a sustainable, business-driven sponsorship model centered around alignment, integration, and shared success.
Turn Assets Into Advantage
Partner with Innovative Partnerships Group to identify, structure, and secure transformative partnerships that shape the future.
