OCVIBE Taps Innovative Partnerships Group as AOR

By Bret McCormick

OCVIBE has selected Innovative Partnerships Group (IPG) as its exclusive agency of record for the $4B mixed-use development project that is underway in the roughly 100 acres surrounding Honda Center in Anaheim. OCVIBE, owned and developed by the Samueli family (which owns the Ducks), ran an RFP, and spoke in-depth to at least three agencies, ultimately opting for IPG, which has past mixed-use district sponsorship sales experience with TD Place in Ottawa and Johnson Controls Hall of Fame Village. IPG is also working with FC Barcelona on its Spotify Camp Nou redevelopment and will focus on sourcing national and global brands to activate in OCVIBE, which will begin substantially coming to life in 2026.

“IPG has a proven track record of success for different property types,” said Graham Siderius, Head of Partnerships for OCVIBE, the Ducks and Honda Center.

IPG founder & CEO Jeff Marks said the firm was delighted to be selected for a project of such magnitude in the agency's backyard. OCVIBE is a unique sports-adjacent mixed-use development, to this point at least, in that it’s being created around an existing venue. IPG, which takes over for Premier Partnerships, doesn’t start from zero. OCVIBE has one founding partner on the books, the global insurance giant Gallagher, which has made mixed-use development sponsorship core to its sports marketing efforts. Siderius said there are four more partners signed that haven’t been unveiled yet and discussions are already underway with current Ducks and Honda Center sponsors.  

"It’s a perfect opportunity for them and they’re who we wanted to approach first,” Siderius said. "It just represents a scaled-up version and new opportunities. A lot of positive response from current partners.”

OCVIBE sponsorships will begin activating this year, whether existing sponsors or new ones. District naming rights aren’t available but dozens of other spaces, venues, and projected events (like a summer concert series) within the larger district will be. Major assets, including the 5,700-seat concert venue, food hall, an office building, and one of the first of several urban parks, will be online by early 2026. At least three subsequent phases are projected to fill out the development by the end of the decade.

“We can bring brands outside the walls of the arena, we can touch what most brands call normal daily activities,” Siderius said. “And we’re very proud of the tech stack at OCVIBE and how that’s going to be a differentiator for the development.”

Central to that will be a deployment of district-wide WiFi 7. Last year, the Ducks and Honda Center launched an in-house-developed app that is beta-testing features and functions that will tie the city-owned arena to the wider district, including the blending of digital opportunities with the physical experience. Siderius and Marks both think that OCVIBE will present an intriguing b-to-b activation opportunity for tech companies that could produce real-life examples and case studies of their tech in use. 

“What we’ve been finding out is a lot of tech companies and innovative tech companies are so excited to be part of Henry Samueli’s vision,” Marks said, "Things that have never been done.”

Originally published by Sports Business Journal

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