Sponsorship and Naming Rights Strategy for Modern Venue Development and Renovation
Identifying Every Sponsorship & Naming Rights Opportunity
Stadiums and arenas are among the most complex commercial assets in sports and entertainment. Innovative Partnerships Group works with owners and C-suite leadership to maximize long-term venue revenue through sponsorships, naming rights, and founding sponsor programs.
We are frequently engaged as an owner’s representative on the revenue side, particularly during new construction and major renovations, ensuring that sponsorship and naming rights opportunities are intentionally designed into the venue and converted into long-term, contractually obligated income.
A Different Lens on Stadiums & Arenas
Stadiums and arenas are among the most complex commercial assets in sports and entertainment. Innovative Partnerships Group works with owners and C-suite leadership to maximize long-term venue revenue through sponsorships, naming rights, and founding sponsor programs.
We are frequently engaged as an owner’s representative on the revenue side, particularly during new construction and major renovations, ensuring that sponsorship and naming rights opportunities are intentionally designed into the venue and converted into long-term, contractually obligated income.
Aligning Design Decisions with Revenue Strategy
As stadiums and arenas are designed or renovated, we collaborate with ownership, architects, designers, and project teams to identify sponsorship and naming rights value at every stage. Key areas of focus include:
Determining appropriate sponsor categories for each upgraded area
Identifying high-value assets and sponsor landmarks
Defining entitlement opportunities and mini-name marks across key zones
Assessing whether investments support scalable programs rather than one-off assets
By engaging early in the process, we ensure that capital investment decisions are balanced with long-term sponsorship revenue potential.
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.
Effective sponsorship strategy for stadiums and arenas requires an understanding of the full venue ecosystem. We evaluate every element, including:
Primary and secondary tenants
Lease structures
Promoters and operators
Premium seating partners
Concessions and media providers
Technology platforms and infrastructure vendors
This broad perspective allows us to structure sponsorship and naming rights programs that are operationally feasible, contractually sound, and compelling to senior brand decision-makers.
Programs & Platforms Built for Brand C-Suites
The most valuable sponsorships and naming rights are driven by programs and platforms, not transactional placements. We design sponsorship platforms that integrate physical assets, experiences, content, technology, hospitality, and business solutions into cohesive propositions that appeal directly to brand C-suite executives.
This approach shifts the conversation from basic inventory to measurable business impact, enabling larger deals, longer terms, and deeper sponsor alignment.
Our Innovation Studios
Our company is made up of five full-service studios that can work independently or together depending on the breadth of our clients' needs.
From Valuation to Execution
Our stadium and arena work is grounded in valuation, analytics, and ROI modeling through Partnership Intelligence™ and Valuation 2.0. Once strategy is set, our execution team goes to market to sell, negotiate, and implement sponsorship and naming rights agreements.
Because valuation, strategy, creative, and execution are unified within the Innovation Studio model, what is designed is built to perform commercially.
We help stadiums and arenas create sponsorship and naming rights programs designed to perform over decades, ensuring sustainable, long-term revenue that supports ownership goals and enhances the venue's overall value.
