HALL OF FAME VILLAGE + JOHNSON CONTROLS
A CASE STUDY

What We Did

Business Development
Naming Rights Representation
IP/Asset Creation
Valuation & Analytics

Creative Solutions

Overview

The founder of Innovative Partnership Group was retained by both the Pro Football Hall of Fame in Canton, OH and the developer of the mixed-use development project (i.e. Hall of Fame Village) to secure a naming rights partner for the development project. The success of this endeavor was an important source of capital for the development of the project.

Challenge

The challenge was creating alignment between two entities: 1) a not for profit entity and 2) a for profit company. These entities needed to come together and share their sponsorship assets in order to build one cohesive long-term naming rights partnership package. Because the Hall of Fame Village was not yet built, the team deployed IP/Asset Creation of new rights and benefits that had not been previously contemplated. Additionally, the project had public private financing. This meant that any prospective B2B partner needed to be carefully integrated for vendor sourcing because of the open bid process.

Innovation

The team set forth to build a future “sports and entertainment” smart city asset package that included B2B walking tours, a global R&D Center, branded hospitality takeovers, and priceless experiences with the Hall of Famers. The technology integration and reimagined B2B technology sales experience served as a global showroom for the technology partner.

Result

The Pro Football Hall of Fame and Hall of Fame Village found the perfect global technology partner in Johnson Controls who took the entitlement of the development project and title of the annual Hall of Fame enshrinement event. The partnership went beyond traditional naming rights as Johnson Controls secured business as the official Infrastructure Partner of the Hall of Fame and Hall of Fame Village.
 
Kim Metcalf-Kupres, CMO of JCI summarized it well:
“Our innovative, integrated, technologies will provide the right combination of safety and security at the Johnson Controls Hall of Fame Village in an environment that demonstrates how we connect ‘cities’ that run smartly and reliably. We are proud to celebrate the greats of the game who are enshrined in the Hall of Fame and create a winning experience for visiting fans.”
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