GNP Seguros, one of Mexico’s leading insurance providers, engaged Innovative Partnerships Group to guide the strategic naming and branding of Mexico City’s largest concert venue, formerly known as Foro Sol. With GNP Seguros set to acquire the venue’s naming rights, the goal was to ensure the new name would maximize brand value, resonate with audiences, and establish the venue as a premier destination for live entertainment.

Selecting the right name for a high-profile concert venue required a deep understanding of audience perception and industry trends. While “Stadium” (or Estadio in Spanish) is commonly associated with sports, this venue was primarily a music and entertainment destination. The challenge was to explore all possible naming conventions, gauge public perception through research and polling, and ensure that the chosen name aligned with the expectations of talent agents, booking agencies, and concertgoers alike.

Innovative Partnerships Group developed a data-driven approach to naming by conducting in-depth research, industry interviews, and market polling to determine which name would carry the most value and impact. Beyond the name itself, our Creative Solutions team executed a comprehensive branding exploration, crafting a visual identity that seamlessly integrated GNP Seguros’ brand with the venue’s unique architectural features. This approach ensured that the venue’s new name and identity were not only strategically sound but also visually compelling.

Through Innovative Partnerships Group’s insights and strategic execution, GNP Seguros secured the naming rights for the newly christened Estadio GNP Seguros, establishing a powerful and recognizable identity in the live entertainment space. The chosen name resonated with both the industry and the public, positioning the venue as the premier concert destination in Mexico City. Additionally, the new logo and branding—developed as part of our branding exploration—elevated the venue’s image, blending GNP Seguros’ corporate identity with an artistic representation of the venue’s architecture. This successful collaboration solidified GNP Seguros' presence in the entertainment industry while maximizing the value of their naming rights investment.