This article was originally published to FCbarcelona.com
Members-only travel club becomes the club’s regional partner in North America in an agreement that unites the worlds of sport and travel
FC Barcelona has signed a partnership agreement with Orlando-based subscription travel club Travel + Leisure GO as the organization’s official Travel Club Partner in the U.S.
Featuring bookable itineraries inspired by the pages of the iconic magazine, Travel + Leisure GO is the must-have travel membership for adventure-seekers, savvy travelers and now, FC Barcelona fans. Membership, available in monthly and annual options, unlocks discounts at hotels and resorts around the world, with preferred pricing on rental cars, cruises, activities and more. Members also have access to a personal concierge service to assist with booking and reservations, as well as a complimentary magazine subscription.
As part of the partnership, Travel + Leisure GO plans to feature a curated itinerary to Barcelona, Spain.
“Travel + Leisure GO is thrilled to be the official Travel Club Partner of FC Barcelona in the U.S., helping Barça fans dream, plan and book their 2023 travels – whether that’s a local staycation in the states or a long-haul trip to Barcelona to catch a live match,” said Fiona Downing, Chief Membership Officer, Travel + Leisure GO. “Just as football crosses borders, unites people and creates a narrative that both thrills and excites, so too does travel, which transcends culture and language, turning the world into an enormous playing field to be enjoyed in the spirit of togetherness.”
This agreement furthers FC Barcelona’s trade links with the United States and is yet another step closer to its North American fan base, in this case by means of tourism and leisure.
“With this agreement with Travel + Leisure GO, we are able to continue to get closer to our North American supporters and to strengthen our brand in this part of the world through a leading travel club in the American tourism sector,” said Juli Guiu, FC Barcelona Marketing Area Vice President. “We are thus exploring a new way to reach new audiences and extend our fan base in a region where we already have considerable presence. As our fans begin to take advantage of this partnership and their new travel club, it will help us to position ourselves as ‘Més que un Club’ on a global level.”
About Innovative Partnerships Group
Innovative Partnerships Group (IPG 360) is a leading Los Angeles-based naming rights, business development and international marketing firm focused on generating long-term strategic business partnerships for prestigious global brands. It is specialised in the sports, music and entertainment industries and has extensive experience with clients from professional leagues, governing bodies and franchises and teams from the main sports competitions including LaLiga, NFL, NBA, NHL, MLS, MLB and the Olympics.
Innovative Partnerships Group also works with a patented system, Partnership Intelligence ™, which helps companies and brands accurately assess, align and measure their potential sponsorship deals. The company has been recognised on several occasions in recent years by Sports Business Journal as one of the leading sports marketing agencies in this industry
This article was originally published to SportsBusinessJournal.com
When the Flyers first pitched Insomnia Cookies on a team sponsorship around a year ago, CMO Tom Carusona initially said no -- reflexively. As marketer for a brand spawned around college campuses, he’s turned down scores of pitches for college sponsorships as the Insomnia brand -- born in a dorm room in Penn’s West Philadelphia campus -- rose like dough in the oven over the past 20 years to more than 230 stores.
Still, the proposal became unique after months of discussions between the team, Insomnia and Innovative Partnerships Group, which brokered the deal for the Flyers. Certainly, there were hometown ties, but just as important was doing business with another Philly-based company in Aramark. Wells Fargo Center averages around 200 events a year, and cookies will be sold at all events, not just hockey games.
So, Insomnia’s first team sponsorship not only got it the unprecedented "official cookie of the Flyers” designation and marketing assets at Wells Fargo Center, it pushed the brand into a new distribution channel: two branded Insomnia Cookie stands at the arena opening within a few weeks. Insomnia Cookies will also be on suite menus at the arena.
“It’s a sponsorship deal, but one that also came with (retail) locations within the building, (and) that degree of business back made it attractive," said Carusona, perhaps not coincidentally a former marketer at both Aramark and Comcast, which owns the Flyers. "This will allow us to learn and test a new model, reach a somewhat older consumer and have two million people a year in that building with our cookies."
Every young brand could benefit from some incremental branding of the sort the Flyers will provide with arena assets. How far the combination of Insomnia’s millennial appeal and Aramark’s service base of 150 food and beverage accounts in North America seems far more significant. We’ll find out if fresh-baked cookies can scale with the help of sports. The category has shown growth lately. Restaurant Business estimates the 20-year-old Insomnia’s 2021 sales at $158 million (that’s a lot of chocolate chips).
“Awareness and brand sentiment measures are key for us as we grow, but learning with Aramark is important," said Carusona. “We want to find out as much as we can about selling our products in an arena environment with a small footprint."
The Flyers are also looking to integrate the cookie brand into their Student Rush ticket marketing campaign, said Dan Wise, SVP/corporate partnerships for the Flyers and Wells Fargo Center. Insomnia is hoping to use Flyers intellectual property for promotions at their 20 stores in Philly market. It's uncertain whether team logos will make it onto cookies.
Innovative Partnerships Group’s Jeff Marks: "This is a sponsorship in a non-traditional category, but I would tell you that we applied the same ROI and revenue modeling here we would apply to a bank, tech or infrastructure brand doing a naming-rights deal.”
Carusona said the cookies will retail for around $4 in at the arena. He’s confident that the warm cookies-cold rink dichotomy will spur sales. Carusona has just one remaining concern. "I hope this isn’t going to make my phone ring a lot with more (sponsorship) pitches," he laughed. “We just don't have budgets like Nike or Chevy."
Innovative Partnerships Group (IPG 360) is a leading Los Angeles-based naming rights, business development and international marketing firm focused on generating long-term strategic business partnerships for prestigious global brands. It is specialised in the sports, music and entertainment industries and has extensive experience with clients from professional leagues, governing bodies and franchises and teams from the main sports competitions including LaLiga, NFL, NBA, NHL, MLS, MLB and the Olympics.
Innovative Partnerships Group also works with a patented system, Partnership Intelligence ™, which helps companies and brands accurately assess, align and measure their potential sponsorship deals. The company has been recognised on several occasions in recent years by Sports Business Journal as one of the leading sports marketing agencies in this industry
This article was originally published to FCbarcelona.com
FC Barcelona is teaming up with Innovative Partnerships Group promote, with which the club has already started working on the search for new partners and strategic associations for the project. Thus, Barça is joining forces with leading international companies with the aim of maximising the generation of new revenue associated with the future stadium.
Based in the United States, both companies are among the leaders in their respective areas of expertise and provide a vision of the best practices and trends on the international side in the commercial use of large sports facilities. Their experience will play a key role in the generation of new income, a fundamental element for the project to restructure the Spotify Camp Nou, as well as Espai Barça in general. Two of the main ways to achieve this goal are new partnership agreements linked with the stadium, and a renewed offer of VIP spaces and experiences once the work is finished.
Regarding the former area, the current agreement with Spotify for the title rights of the Camp Nou was just the first of a series of additional agreements on which the club is working with leading companies in sectors such as sustainability, mobility and technology, and which should be closed in the coming months. The future Stadium will offer a new range of 100% Barça experiences, in addition to a design that incorporates a wide variety of VIP boxes and seats of much higher quality than at present, and in line with the best European stadiums, the aim being to treble the number of places currently being offered.
These proposed revenue sources are two of the most essential for the viability of the financing plan proposed for the project. The plan is for them to jointly report to the club more than 120 million euros per year once the new stadium is finished and at full capacity.
About Innovative Partnerships Group
Innovative Partnerships Group (IPG 360) is a leading Los Angeles-based naming rights, business development and international marketing firm focused on generating long-term strategic business partnerships for prestigious global brands. It is specialised in the sports, music and entertainment industries and has extensive experience with clients from professional leagues, governing bodies and franchises and teams from the main sports competitions including LaLiga, NFL, NBA, NHL, MLS, MLB and the Olympics.
Innovative Partnerships Group also works with a patented system, Partnership Intelligence ™, which helps companies and brands accurately assess, align and measure their potential sponsorship deals. The company has been recognised on several occasions in recent years by Sports Business Journal as one of the leading sports marketing agencies in this industry
This article was originally published in SportBusinessJournal
Innovative Partnerships Group is bringing on two execs in its Dallas office. John Alper will join as SVP/business development and partnerships and Amanda Dick comes on as an account exec.
Alper will be a co-leader for Innovative Partnerships Groups global roster of sports and entertainment properties, alongside Managing Director Matt Wiener. He will lead the build out of a naming rights, partnerships sales and account management team and serve as a member on the Innovative Partnerships Group executive team. Prior to Innovative Partnerships Group, Alper worked for the Mavericks and FC Dallas on the team and venue side, and later spent 10 years with Premier Partnerships and Legends on the agency side.
Dick comes to Innovative Partnerships Group after over a decade of experience with outfits like FC Dallas, the Cowboys, Dr. Pepper and Snapple
This article was originally published in PRNewswire
Provided by by Vinfast Automotive
VinFast, the world's first automotive manufacturer to completely switch from internal combustion engines to electric vehicles, and IRONMAN, the global leader in long distance triathlon, have announced a global partnership for VinFast to become the first ever naming rights partner of the IRONMAN U.S. Series from 2022. Under the agreement, VinFast will also become the title partner for the 2022 IRONMAN® World Championship and the 2023 IRONMAN® 70.3® World Championship, each continuing through 2025, as well as the Exclusive Electric Vehicle Partner of the IRONMAN and IRONMAN 70.3 Series in U.S., Europe, and Asia through 2025.
Moreover, VinFast will be the Exclusive Automotive Vehicle, Electric Vehicle, Electric Scooter, and Electric Bus partner, providing electric vehicles, including scooters, cars, and buses for IRONMAN and IRONMAN 70.3 events.
As Naming Rights partner for the VinFast IRONMAN U.S. Series, Title partner of the VinFast IRONMAN World Championship, and a Premier Partner, VinFast will be provided with highly visible brand association at IRONMAN events around the globe. It will provide unique direct to consumer experiences onsite at IRONMAN races with opportunities for participants and fans to experience a next generation EV car through test drives and other experiential programming.
The signing ceremony for the partnership was held on July 23, 2022 in Nha Trang, during the Vingroup Elite Vietnam Tour 3, and witnessed by many world-renowned media personalities and industry opinion leaders from North America.
"The IRONMAN Group is delighted to have developed with VinFast a comprehensive and far-reaching partnership, inclusive of our pinnacle IRONMAN and IRONMAN 70.3 World Championship events," said Andrew Messick, President and Chief Executive Officer for The IRONMAN Group. "We value the way VinFast pushes the boundaries forward through their smart and eco-friendly electric vehicles to create a sustainable future for all. This is much like the spirit of IRONMAN and our athletes to break through and surpass preconceived boundaries."
As the world's first automotive manufacturer to completely switch from internal combustion engines to electric vehicles, Vietnam's first EV brand, and a pioneer in many innovative areas and technologies, VinFast takes pride in achieving what many people thought could be impossible. VinFast has brought world-class quality EVs to consumers in the outstandingly short time, at a reasonable cost. Providing sustainable transportation, exemplifying the journey of champions is one of many efforts VinFast has made towards the goal to make premium electric vehicles attainable to everyone, contributing to the global electric vehicle revolution, for a greener and more sustainable future.
By associating with IRONMAN and its series of mass participation sporting events that positively affect millions of people around the world, VinFast takes the opportunity to widely promote itself to the global citizens, as well as inspiring on the use of electric vehicles.
Regarding the strategy behind the partnership, Ms. Le Thi Thu Thuy, Vingroup Vice Chairwoman and VinFast Global CEO stated: "Sharing the spirit that 'Anything is Possible,' we are honored to be a Premier Partner of IRONMAN & IRONMAN 70.3 Series. We are proud to be part of the moments that push people beyond their boundaries, and beyond what many have thought is humanly possible. We are certain that our electric mobility will strongly underpin the journeys of IRONMAN athletes around the world to be boundless."
IRONMAN events are globally known for being one of the world's most challenging single-day sporting competitions. Since its debut in 1978, the IRONMAN triathlons are a series of full-distance races composed of a 2.4-mile swim, a 112-mile bicycle ride, and a 26.2-mile run, in that order. Similar to the IRONMAN triathlons, the IRONMAN 70.3 triathlons maintain the structure and format of the original triathlon series but with half-distance triathlons composed of 1.2-mile swim, 56-mile bike, and 13.1-mile run.
With more than 40 IRONMAN triathlon races and 90 IRONMAN 70.3 triathlons worldwide, hundreds of thousands of athletes from around attempt to qualify for the respective IRONMAN World Championship and IRONMAN 70.3 World Championship which are known for their grueling course, challenging race conditions, and international media coverage. Receiving significant acclaim and public interest, the live broadcasts and documentary recap specials have earned top honors inclusive of 17 Sports Emmy Awards.
VinFast - a member of Vingroup – envisioned to drive the movement of global smart electric vehicle revolution. Established in 2017, VinFast owns a state-of-the-art automotive manufacturing complex with globally leading scalability that boasts up to 90% automation in Hai Phong, Vietnam. Strongly committed to the mission for a sustainable future for everyone, VinFast constantly innovates to bring high-quality products, advanced smart services, seamless customer experiences, and pricing strategy for all to inspire global customers to jointly create a future of smart mobility and a sustainable planet. Learn more at: https://vinfastauto.com.
Established in 1993, Vingroup is one of the leading private conglomerates in the region, with a total capitalization of $35 billion USD from three publicly traded companies (as of November 4, 2021). Vingroup currently focuses on three main areas: Technology and Industry, Services and Social Enterprise. Find out more at: https://www.vingroup.net/en.
This article was originally published in Charlotte Business Journal
Written by Erik Spanberg
Paying for a separate practice center for the Charlotte Hornets depends on selling $60 million worth of corporate naming rights for a companion arena district next to Spectrum Center, according to city government plans. In a presentation to Charlotte City Council in June, city administrators, citing a consultant’s analysis, asserted that sponsors will be highly interested in aligning with a district that, for the moment, doesn’t exist.
If successful, the revenue would fully pay for the practice center, which, in turn, would be built as part of a redeveloped Charlotte Transportation Center. Jeff Marks, CEO at Los Angeles-based sponsorship sales firm Innovative Partnerships Group, explained the math to council this way: $2 million annually for district naming rights, $1 million to $2 million for the practice center, and similar combined revenue from five smaller founding partnerships. Assuming a 10-year term, the partnerships would add up to $60 million.
In a separate interview with CBJ, Marks said the mindset and strategy of naming rights and related sponsorships have changed.
Slapping logos on signs and websites is a small part of bringing partnerships to life, he added.
“More important than just generating revenue to finance the building, it’s more around creating an environment where you find really good partners that can actually come in and be part of the ecosystem,” Marks told CBJ. “… In return, they get an authentic business relationship to go use it as a sales platform, rather than just a marketing platform.”
Last year, Innovative Partnerships Group helped match Footprint, an Arizona-based maker of compostable and sustainable food packaging, utensils, and cups, with the NBA Phoenix Suns. It’s a deal that embodies what Marks described above.
Footprint has helped the arena and the team remove plastics in various parts of the building, replacing them with sustainable products. In addition, the restaurants and vendors at the arena, and other businesses near the arena, can be tapped for business-to-business relationships at the same time consumers are using and testing the company’s products. Those types of multi-faceted relationships yield stronger relationships and better results, Marks said.
Kansas City’s Power & Light District, which is not an Innovative Partnerships Group client, offers another example of lining up a roster of sponsorships across multiple categories. The website for the 9-block entertainment, retail, and residential district developed by The Cordish Companies lists 11 companies as corporate partners, including Evergy Inc., PNC Financial Services Group Inc., and multiple beer and liquor brands.
During a recent virtual appearance before City Council, Marks was asked about the potential for drawing sponsors to other city-backed services and investments, including transit and the Atrium Health-anchored medical school district to be built on the edge of uptown.
Marks told CBJ that those types of possibilities could lead to larger and more broadly connected sponsorships.
“Because it’s the city and not an owner (of a team), we potentially could do some stuff that is more valuable and more impressive,” he said.
This article was originally published in Charlotte Business Journal
Written by Erik Spanberg
City consultant Innovative Partnerships Group explained how corporate naming rights have expanded to sports- and entertainment-themed districts and how that could generate $60 million from a Brevard Street development.
Charlotte City Council’s economic development committee spent nearly three hours yesterday sifting through details of a $275 million proposal to renovate Spectrum Center and build a separate practice center for the NBA Charlotte Hornets.
The committee meeting was more of a full council meeting. Mayor Vi Lyles attended and, between the Government Center meeting room and virtual attendees, all but two of the 11 council members were present. Renee Johnson and Matt Newton were absent.
Tracy Dodson, an assistant city manager and head of the city’s economic development division, walked the mayor and council members through the following aspects of the proposal introduced last week:
“I felt like it was a really good conversation,” Dodson said afterwards. “I felt like we started to chip away at some of the questions that council members addressed last week and brought up. I’m hopeful that we can continue to do this while also bringing in public comment to get us to a vote next week.
”A majority of council members must vote in favor of the proposal for it to take effect. The vote is scheduled as part of council’s regular meeting June 13.
The Hornets’ current lease at the city-owned Spectrum Center ends in 2030. As part of that agreement, city government is obligated to make periodic renovations to the building that keep the venue on par with features included in at least 50% of NBA arenas. In addition, the city must keep basic components — ventilation, seating, elevators, and so on — up to date and in good working order.
Spectrum Center opened in 2005. It cost $265 million to build, or $392 million when adjusted for inflation. The construction debt will be fully retired in 2033. If the city approves the arena renovations and the new practice center, the Hornets will extend their lease at Spectrum Center through 2045, pay $32 million in rent to the city through the end of the revised agreement, and absorb any construction overruns.
Council members spent the most time yesterday asking questions about sponsorships to fund the practice center as well as the basis for redeveloping the transportation center.
Jeff Marks, CEO at Innovative Partnerships Group, made a virtual presentation as part of yesterday’s meeting, explaining how corporate naming rights have expanded from arenas and stadiums to sports- and entertainment-themed districts. Innovative Partnerships Group, as a consultant to the city, estimated naming rights sponsorships for a fledgling district near the arena along Brevard Street could, along with related agreements, generate $60 million.
Marks’ math works like this:
The consultant said variables in structuring the agreements could slightly shift the mix of rights and revenue. But, he said, the growth of Charlotte and increasing interest among companies to reach that population will sustain the projections outlined above. Dan Barrett of consulting firm CAA Icon, which represented the Hornets in the arena negotiations, was at the Government Center yesterday. Barrett told council it’s likely existing sponsors of the Hornets and arena will be interested in new sponsorship opportunities around the building.
Dodson and Marks assured council members the city would maintain control over the scope of sponsorship rights as well as which companies the city will, or will not, work with. Marks noted companies have embraced the broader range of programs and platforms, including environmental causes and product tie-ins, that a district can offer, as opposed to a stand-alone sports venue.
Ed Driggs, the committee’s vice chair, asked about the arena naming rights with Charter Communications Inc.’s (NASDAQ: CHTR) Spectrum. Dodson responded that those rights are controlled by the Hornets. She added the city intentionally steered clear of seeking any sponsorship revenue inside the arena.
The Hornets manage Spectrum Center as part of their lease with the city. That arrangement means the NBA franchise pays all operating expenses and receives all operating profits — and absorbs any losses.
Driggs and other council members asked in several ways and several times whether they would have a chance to parse the language and terms of prospective sponsorships and were told they would. Without the sponsor revenue, the city would have to find alternative funding, Dodson said.
Questions surfaced about the viability and likelihood of success for redeveloping the transportation center, the spot targeted for the Hornets’ training center.
Charlotte Area Transit System controls the 2.6-acre publicly owned property that has been home to the bus center since 1995. It is bounded by the light-rail line and East Fourth, South Brevard, and East Trade streets.
In 2019, the city granted development rights for the property to Charlotte-based White Point Partners and Dallas real estate investment firm Dart Interests. White Point and Dart secured those rights after a competitive bidding process. The catch, as Dodson reiterated several times yesterday: The site must remain a transit hub first and foremost.
Transit chief John Lewis told the committee the transportation center is antiquated and would need to be replaced with or without the companion private development and investment by White Point/Dart. Private investment, the Hornets’ practice center, and a subterranean bus station form the nexus of transit needs and economic development aspirations, he said.
The developers’ pitch was considerably strengthened because they own vacant land across the street that can be used as a temporary transit hub while the existing transportation center is rebuilt, Lewis added. Minimizing disruptions and inconvenience for riders is a big part of CATS’ considerations, city and transit leaders said.
“The CTC is a transit project first,” Dodson said.
Some on council remain skeptical of the NBA arena’s ability to foster an entertainment district and nearby private investment. Council member Braxton Winston told the committee that little to no development has occurred in the area since the arena opened in 2005. “It pretty much looks the same,” he said.
Much of the property around Spectrum Center is controlled by local or state government, meaning the lack of activity is attributable to government, not the private sector, councilman Larken Egleston said.
In addition, the EpiCentre, a nearby, privately held entertainment complex that is going to be auctioned next month, could shift interest and momentum in the area, too.
Council member Tariq Bokhari, a frequent critic of the transit agency, expressed doubt and reservations about CATS’ ability to spur redevelopment. Bokhari asked Dodson for more detail about the city’s fallback plan — building the practice center on a city-owned gravel lot behind the arena — before the vote.
Barrett, the team consultant, and the city’s arena consultants, David Abrams (Inner Circle Sports) and Steve Patterson (Pro Sports Consultants), all emphasized the need to upgrade the arena to keep pace with neighboring cities and buildings competing for the same concerts and other events that generate revenue and visitor spending. Abrams and Patterson, like Barrett, came to Charlotte to appear before council yesterday.
To cite one nearby example, Raleigh’s NHL arena is being pitched for up to $200 million in upgrades.
Malcolm Graham, the committee chair, and committee member Dimple Ajmera pronounced themselves satisfied with pledges from Charlotte Regional Visitors Authority CEO Tom Murray to bid aggressively for the CIAA Tournament when it is next available. The soonest it could return is 2026.Other concerns raised yesterday included possible impact on anticipated requests such as a major makeover of the city-owned Discovery Place Science museum on North Tryon Streetand long-term funding for arts and culture organizations.
Dodson pointed out that, in the case of Discovery Place, the museum controls adjacent property that could be sold or converted into a commercial project to generate additional revenue to help pay for renovation costs. Council member Julie Eiselt, a lead player in the city’s public-private campaign to increase grants for museums and theaters, told Dodson and others that she has yet to receive data from the city comparing the economic benefits of arts and sports.
03.24.2022
Innovative Partnerships Group has help secure another transformational naming rights partnership between Cal State University Northridge (CSUN) and Premier America Credit Union. This first ever naming rights deal to the arena now called Premier America Credit Union Arena. The partnership also includes Premier America being designated as the “Official Credit Union of CSUN,” the “exclusive” credit union partner of CSUN Athletics and the CSUN Alumni Association. Marci Francisco, Senior Vice President, Chief Experience Officer, stated our deep appreciation to Innovative Partnerships Group’s excellent work on this initiative. Your team was key in expanding the relationship, negotiating great terms, making fantastic suggestions and ensuring that we have a partnership that will be mutually beneficial for both organizations. I cannot speak highly enough of Innovative Partnerships Group and Sean Moran who led the negotiations.
NORTHRIDGE, Calif. – California State University, Northridge officials today announced a 10-year, multifaceted partnership agreement with Premier America Credit Union. The long-term commitment supports events and programs that benefit students and alumni and includes the renaming of the university’s athletics facility after the company.
In addition to renaming the Matadome — home to CSUN’s men’s and women’s basketball and volleyball teams — to the Premier America Credit Union Arena. The partnership also includes Premier America being designated the “Official Credit Union of CSUN,” the “exclusive” credit union partner of CSUN Athletics and the CSUN Alumni Association, and the official affinity credit card provider for the alumni association.
“Premier America’s emphasis on people working together toward solutions and vested interest in collective success aligns well with CSUN’s approach toward the academic success of our students and their collective impact on our region, state and nation upon graduation,” said CSUN President Erika D. Beck. “I am delighted that we will be working together to further the success of our students and, in particular, our student-athletes.”
The agreement between CSUN and Premier America was approved by the CSU Board of Trustees at their meeting today.
“Our organizations are a perfect match, and we’re honored to partner with CSUN,” said Premier America President and CEO Rudy Pereira. “CSUN’s deep commitment to building a brighter and more equitable future for its students, their families and the community is aligned with our core values. We look forward to working together as we promote financial well-being and provide opportunity and guidance to our richly diverse community.”
Founded in 1957, Premier America is one of the nation’s largest credit unions, with more than 100,000 members and more than $3.4 billion in assets. Premier America’s relationship with CSUN was secured in concert with multiple parties, including LEARFIELD (CSUN Athletics’ multimedia rightsholder), ADC Partners and Innovative Partnerships Group. LEARFIELD’s local Matador Sports Properties works closely with the athletics administration.
“There are so many positive things that occur when partnerships include naming rights and extend beyond athletics to the greater campus community,” said LEARFIELD Senior Vice President Megan Eisenhard. “This brand-new relationship will provide impactful benefits to CSUN constituents and Premier America Credit Union members now and for many years to come. We’re proud to help bring these two history-rich organizations together.”
“Rarely do you see two organizations that are so aligned in their mission,” said David Almy, principal of ADC Partners. “Honestly, it’s humbling to be able to play a role in helping craft such a wide-ranging partnership that has the potential to do so much for both groups.”
The partnership between Premier America and CSUN includes the opening of a campus credit union branch and the installation of ATM machines, hosting of financial wellness and literacy programming, and the sponsorship of various student and campus events. Premier America also will sponsor events at CSUN’s Younes and Soraya Nazarian Center for the Performing Arts (The Soraya), as well as other events in coordination with the CSUN Alumni Association.
In addition to the renaming of the athletics facility, Premier America Credit Union’s name will be displayed prominently on the court, and the credit union will sponsor games during basketball, volleyball and baseball seasons.
“CSUN is thrilled for this partnership with Premier America Credit Union,” said CSUN Director of Athletics Mike Izzi. “CSUN Athletics continues to raise the bar in all areas; on the field of play, in the classroom and in our business relationships — and this new partnership with Premier America Credit Union is another giant step forward for the Matadors. We’re proud to work with our campus partners and friends at Premier America to create a meaningful brand partnership that will benefit us all. Our main objective is supporting the welfare and achievement of our student-athletes, and this partnership will provide better opportunities for continued success in the years to come.”
About Premier America Credit Union:
Premier America is a full-service community financial institution that offers exceptional banking to more than 100,000 Member-Owners. Member-Owners benefit from personal service, great savings rates, low fees, low loan rates and a full complement of savings, lending, wealth management, and insurance services. Founded in 1957, Premier America is one of the nation’s largest credit unions, with more than $3.4 billion in assets. With 20 retail branches, access to over 30,000+ surcharge-free ATMs through the CO-OP ATM Network; and the CU Service Center Shared Branch Network, Premier America provides financial services to those who live, work, worship or attend school in the Ventura and Los Angeles counties of California, and Harris County in Texas. To learn more about Premier America, please visit www.PremierAmerica.com.
About California State University, Northridge:
One of the largest universities in the country, California State University, Northridge (CSUN) is an urban, comprehensive university that delivers award-winning undergraduate and graduate programs to more than 38,000 students annually and counts nearly 390,000 alumni who fuel the region’s economy. Since its founding in 1958, CSUN has made a significant and long-term economic impact on California, generating nearly $1.9 billion in economic impact and nearly 12,000 jobs each year. The university’s learning environment is the third-most diverse in the nation, according to The Wall Street Journal/Times Himes Higher Education College Ranking. CSUN ranks among the top 10 universities in the country for social mobility.
Sports Business Journal presents the nominees for the 15th annual Sports Business Awards, recognizing excellence over the past year. The winners will be determined by a group of more than 40 industry executives. Award recipients will be announced during our live event on Wednesday, May 18, at the New York Marriott Marquis Times Square.
Sports Business Journal has nominated Innovative Partnerships Group for agency of the year in the category: Best in Property Consulting, Sales and Client Services. This is the second nomination for Innovative Partnerships Group who was also nominated in 2020 prior to Covid.
Innovative Partnerships Group had another record-breaking year of business development and consulting for some of the industry’s most meaningful partnerships leveraging its proprietary Partnership Intelligence methodology.
For the full list of nominees, visit the Sports Business Journal.
In addition, Kraft Group Founder, Chair & CEO ROBERT KRAFT will be presented with our Lifetime Achievement Award as well that night.
For more information, please visit Innovative Partnerships Group at ipg360.com or info@ipg360.com
Originally published at Sports Business Journal
After Team USA triathletes claimed two medals at the Tokyo Games, doubling their all-time medal haul, USA Triathlon is aiming to further build upon the record year, according to SBJ's Chris Smith. Increased interest in the sport may help further diversify sources of income, as USA Triathlon CEO Rocky Harris believes the short-distance races can make for more compelling broadcast events.
“We believe the mixed relay can become one of the most attractive endurance sports to watch on television, which is important because we want to turn our sport from primarily a participatory sport to one that has viewers and spectators, too,” said Harris, who points to the recent success of Ironman, Professional Triathletes Organization and others.
Harris: “An increase in TV viewership will drive a broader interest in the sport, and we are working to position ourselves for LA 2028 where we can capitalize on mixed relay as must-watch TV to influence kids, similar to what swimming and gymnastics have been able to successfully do over the years.” He added that Team USA members who competed in Tokyo will play a role in further promoting the organization’s athlete development pipeline and opportunities at the collegiate level.
