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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.
Learn More About Our Competitive AnalysisMost 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.
Tell Me MoreInnovative Partnerships Group ensures that brands capture not only visibility but also meaningful business outcomes through partnerships.
We help brands with:
Align sponsorships and naming rights to business goals with clear objectives, roles, and measurable outcomes.
Prioritize the right sponsorships and naming rights opportunities across categories, markets, and audiences.
Use insight and analytics to evaluate opportunities, sharpen targeting, and build a defensible partnership roadmap.
Turn strategy into a clear creative platform that makes sponsorships feel like real partnerships.
Design activations that engage audiences and deliver brand value on site and in market.
Extend partnership impact with content and social that turns campaigns into always-on storytelling.
Connect sponsorships and naming rights to broader paid, owned, earned, and partner channels.
Define KPIs, track performance beyond media value, and optimize to improve sponsorship ROI.
When relevant, build community forward programs that support credibility, relevance, and impact.
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.
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.
Learn More About our Asset MixSome of our latest thought leadership pieces about Brand Partnership
Our company is made up of five full-service studios that can work independently or together depending on the breadth of our clients' needs.
Partner with Innovative Partnerships Group to identify, structure, and secure transformative partnerships that shape the future.
