Negotiation and deal structure are where sponsorship and naming rights value is ultimately won or lost. Innovative Partnerships Group works directly with ownership and C-suite leadership to structure and negotiate agreements that maximize value, protect long-term interests, and preserve critical relationships.

We represent both rights holders, such as properties, venues, districts, and municipalities, as well as brands, bringing a clear understanding of how value is created, constrained, and expanded on each side of the table.

At the center of this approach is Partnership Intelligence™, the industry’s leading sponsorship and naming rights valuation and strategy system. This proprietary framework evaluates partnership opportunities across five distinct buckets of value, allowing IPG to identify where value truly resides, where leverage exists, and how to unlock incremental upside through smarter structure and negotiation.

By grounding negotiations in data, market comparables, and strategic insight, clients move beyond surface-level pricing and negotiate from a position of strength.

Effective negotiation requires a precise understanding of the intellectual property and rights environment surrounding a sponsorship or naming rights asset. This includes league and governing body rules, municipal requirements, media rights considerations, and third-party approvals that can shape what is permissible and valuable.

Our team brings deep experience navigating these complexities, ensuring agreements are structured to respect existing frameworks while protecting clients from future conflicts and unintended limitations.

Sponsorship agreements must be designed not only for today’s market, but for how industries, technologies, and consumer behaviors will evolve. We advise clients on defining categories, exclusivity, and expansion rights in ways that preserve flexibility while protecting long-term value.

This future-focused approach helps ensure partnerships remain relevant as new categories emerge, technologies evolve, and activation platforms expand.

Naming rights and sponsorship agreements rarely exist in isolation. They intersect with media rights, venue operations, tenant agreements, licensing programs, technology platforms, and public-sector obligations.

Innovative Partnerships Group understands these interdependencies and structures agreements accordingly by aligning obligations, approvals, and deliverables to protect partnership value over time.

Clients engage IPG either behind the scenes or as the lead negotiator, depending on their internal dynamics and relationship priorities. In both cases, IPG allows clients to remain relationship-forward while we manage valuation, structure, and negotiation discipline.