Sponsorship and Naming Rights Advisory for Rights Holders
A One-of-one approach to Sponsorship
Innovative Partnerships Group is boutique by design and the largest independent sponsorship and naming rights agency in the industry. That combination allows us to remain senior-led and outcomes-focused while delivering the market access, valuation discipline, and negotiation expertise required for complex commercial programs.
We are engaged by leading sports and entertainment properties seeking a fundamentally different approach: one that challenges legacy sponsorship models and unlocks new, durable revenue opportunities.
Our property representation work spans sports, entertainment, music, universities, municipalities, healthcare systems, and other prestige properties where sponsorships and naming rights are strategic revenue drivers rather than transactional sales.
A Different Way of Thinking About Sponsorship and Naming Rights
Traditional sponsorship representation often focuses on selling existing inventory as it exists today. We are brought in when ownership teams want to rethink how value is created, packaged, and monetized.
Our approach emphasizes innovation, creativity, and business rigor. We identify underutilized assets, reframe sponsorship opportunities, and design programs aligned with how brands actually invest, activate, and measure value in the modern marketplace.
Innovative Partnerships Group’s proprietary Partnership Intelligence™ system provides the most comprehensive 360 perspective on how brands should evaluate, measure and value naming rights, sponsorships and B2B partnerships. Innovative Partnerships Group is recognized globally as one of the top agencies for its state-of-the-art multi-view process.
We guide properties in securing high-value stadium naming rights, arena naming rights, and venue naming rights partners that enhance visibility and drive sustainable revenue.
B2B PARTNERSHIPS
We turn vendors into long-term partners through consultative business development strategies that create “win-win” relationships and drive measurable sponsorship revenue potential for both sides.
TECHNOLOGY PARTNERSHIPS
From digital infrastructure to fan engagement, we match properties with innovative technology brands through our sports sponsorship agency expertise — helping to elevate the fan and partner experience.
SUSTAINABILITY PROGRAM
Innovative Partnerships Group designs corporate sponsorship consulting programs that align with global sustainability priorities and reinforce a property’s role as a forward-thinking leader.
The Innovation Studio Model
Property representation at Innovative Partnerships Group is built around our Innovation Studio model, which is an integrated structure designed to function as a single deal team aligned with the property’s long-term goals.
The Innovation Studio brings together business development leadership, valuation and consulting through Partnership Intelligence™ and Valuation 2.0, sponsorship solutions and deal structuring, a full-service creative agency, and a forward-looking think tank focused on intellectual property and new sponsorship concepts.
These disciplines operate collaboratively as an extension of the property’s internal team, not as disconnected silos.
Our company is made up of five full-service studios that can work independently or together depending on the breadth of our clients' needs.
Phase One: Strategy and Program Design
Engagements typically begin with a strategic assessment phase. During this stage, we work directly with ownership and senior leadership to evaluate the existing sponsorship and naming rights program, including inventory structure, pricing, category strategy, and overall go-to-market approach.
This phase often results in a reconfiguration of the program to better align with market demand, long-term growth opportunities, and true revenue potential—setting a stronger foundation before execution begins.
Once strategy is established, we move into execution. Our role flexes based on the property’s needs, ranging from fully outsourced sponsorship and naming rights representation to serving as a strategic advisor supporting internal teams.
We fill capability gaps, lead or support negotiations, and focus on securing long-term sponsorship and naming rights agreements that deliver contractually obligated revenue, not short-term wins.
These are some of our current and past property clients.
Building Long Term Sponsorship and Naming Rights Revenue
Our model is designed to move beyond transactions. By combining strategy, valuation, creativity, and execution within one integrated framework, we help rights holders build sponsorship and naming rights programs that generate predictable, sustainable revenue over time.
Naming Rights Thought Leadership
Some of our latest thought leadership pieces about Naming Rights
