In the News

Industry Insights

July 7, 2020
Innovative Partnership Group's Sponsor Hierarchy of Needs

It is crucial to understanding the right mix of sponsorship assets to deliver value at different stages of a company’s hierarchy of needs. Recognizing these needs must come before selling, managing, or activating any sponsorship.

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April 10, 2020
Innovative Partnerships Group Nominated For Agency of the Year

Innovative Partnership Group was nominated in the category of Best in Property Consulting, Sales, and Client Services.

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News

Visa and EA SPORTS FC Turn a Brand Partnership Into an Interactive Fan Experience

Originally reported by Adweek.Read the original Adweek article EA SPORTS FC and Visa are using an innovative brand partnership to connect with soccer fans around one of the biggest moments on the global sports calendar, despite EA no longer holding an official FIFA partnership. Through their broader partnership, Visa is integrated into EA SPORTS FC […]

How a Surprise Madonna Show Officially Unveiled the Secret New York City Music Venue In Times Square

After Madonna took the stage in Times Square, the performance went viral on social media. But the show marked the launch of The Square, New York City's most high-tech venue to date.

Jeff Marks on The Kirsh Connection Podcast

The inaugural episode of The Kirsh Connection features Jeff Marks, CEO of Innovative Partnerships Group, on how stadium naming rights became a multi-billion-dollar asset class - and what’s driving the market today. Full episode available now. YouTube: https://lnkd.in/g2TZXWs5Apple Podcasts: https://apple.co/3GT1hoMSpotify: https://spoti.fi/3OQrd6jAnchor: https://lnkd.in/gQhBihXV...Listen Notes: https://lnkd.in/gk5TFc9w

Innovative Partnerships Group Drives Historic Rays-Webull Jersey Patch Deal

The Tampa Bay Rays are ushering in a meaningful new chapter for the franchise, combining innovation, storytelling, and commercial growth through a newly announced partnership with Webull. The agreement marks the first jersey patch sponsorship in club history – an important milestone not only for the Rays, but within the broader evolution of Major League […]

Hendrick Motorsports Selects Innovative Partnerships Group as Agency of Record

Hendrick Motorsports has selected Innovative Partnerships Group as its agency of record to support the organization’s commercial strategy and partnership development. Innovative Partnerships Group will work closely with Hendrick Motorsports to create innovative sponsorship programs and platforms designed to grow the long-term value of the team’s NASCAR Cup Series and NASCAR O’Reilly Auto Parts sponsorship […]

USMNT Chooses Great Park for 2026 World Cup Training

The Great Park Championship Soccer Stadium in Irvine, the only professional soccer stadium in Orange County, has emerged as one of the region’s most valuable sports marketing opportunities. With naming rights currently available, the venue offers brands a rare chance to align with a premier soccer destination in one of Southern California’s most dynamic markets. […]

FC Barcelona and Spotify extend sponsorship agreement through to 2030

The world's most popular audio streaming subscription service also to continue to hold the naming rights for Spotify Camp Nou until 2034 Originally posted by fcbarcelona.com After three years of successful collaboration, FC Barcelona and Spotify have agreed to extend their sponsorship agreement through to 2030, which covers both the men’s and women’s football first team jerseys and the […]

Innovative Partnerships Group Powers HotelPlanner’s Growth Across Sports, Facilitating Over 25 New Partnerships with Leading Leagues and Teams

For more information about this partnership, check out our case study. LOS ANGELES, CA – June 13, 2025 – Innovative Partnerships Group is a leader in naming rights, long-term sponsorships and brand partnership advisory and consultancy for the sports and entertainment industry. HotelPlanner is proud to announce the successful execution of over 25 new partnerships […]

Concordia University Irvine Named a Founding Partner and Official Education Partner of OCVIBE

For more information about this partnership, check out our case study. Irvine, Calif., Feb. 5, 2025 — OCVIBE, the visionary entertainment and lifestyle district coming to Anaheim, is proud to announce Concordia University Irvine as a Founding Partner and its Official Education Partner. This groundbreaking partnership marks a transformative step for both organizations, creating opportunities […]
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