PORTLAND TIMBERS + ALASKA AIRLINES
A CASE STUDY

What We Did

Naming Rights Representation
IP/Asset Creation
Valuation & Analytics
Digital Outreach
Creative Solutions

Overview

Innovative Partnerships Group was engaged by the Portland Timbers to develop a jersey partner business platform with the objective of maximizing value for both the team and brand. Alaska Airlines was the existing naming rights partner and the renewal was ending.

Challenge

Faced with the challenges of a recent merger with Virgin America, and a focus in other markets outside Portland, Innovative Partnerships Group was tasked with building the value proposition of why Alaska Airlines should renew a partnership where they already had significant market share and brand awareness.

Innovation

Innovative Partnerships Group uncovered that the real value of the jersey partnership for Alaska Airlines was not in traditional broadcast media but in new media. This real value included digital and out of home media assets found through the “walking billboard” jersey valuation module using the Partnership Intelligence™ system. Through leveraging the Human Capital module, we quantified the importance of the Portland Timbers to the airline's large employee base in the Portland DMA. In addition, the community assets and passionate fan base created a massive brand lift for Alaska Airlines. This resulted in a higher brand equity value than other assets of similar scope and market size.

Mike Golub, President of Business for Portland Timbers, stated, "Innovative Partnerships Group was instrumental in making this happen for the Club."

Result

Alaska Airlines and the Portland Timbers secured an additional four-year partnership that transcended beyond the jersey naming rights entitlement.

Copyright © 2021 Innovative Partnerships Group
arrow-downmenu-circlecross-circle linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram