Thought Leadership

Industry Insights

January 7, 2026

What Actually Makes a Naming Rights Deal Endure

The naming rights industry is robust, mature, and well established. Yet despite decades of deal-making across sports, entertainment, and civic infrastructure, very few organizations have truly cracked the code on why a brand and a property come together to create a lasting naming rights relationship.

January 7, 2026

How to Maximize ROI Through Sponsorship Strategy, Implementation, and Activation

Discover effective strategies to maximize ROI through sponsorship activation. Learn how to optimize sponsorship deals with multi-channel campaigns, experiential marketing, and data-driven insights to ensure measurable returns for brands and properties.

January 7, 2026

Brand Representation FAQs: Sponsorships and Naming Rights

Learn the basics of brand representation for Naming Rights

January 7, 2026

Sponsorships and Naming Rights FAQs

Learn the basics of Sponsorship and Naming Rights

August 6, 2024

Executive Summary: Data, Insights and Trends in Sponsorship and Naming Rights

Innovative Partnerships Group’s team of consultants, data analysts, and marketing scientists have been on the cutting edge of partnership valuation for brands and monitors the trends in the sponsorship industry. We have performed dozens of naming rights and sponsorship valuations, and over the past 12-18 months we have had many clients, industry leaders and decision […]

November 6, 2023

Sponsorship and Naming Rights Survey of Credit Unions: Trends and Best Practices

Innovative Partnerships Group’s team of consultants, data analysts, and marketing scientists have been on the cutting edge of partnership valuation for brands and monitors the trends in the sponsorship industry. We have performed dozens of naming rights and sponsorship valuations, and over the past 12-18 months have had many clients, industry leaders and decision makers […]

June 1, 2023

Listen: The Best Boss Ever Podcast featuring Jeff Marks and Carl Thomas

How does a boutique sponsorship agency in LA land FC Barcelona as a major client? Listen to Jeff Marks, Founder and CEO of the Innovative Partnerships Group tell the story, and yes, they are exactly what the name implies! Based in Los Angeles, IPG has brand clients, rights holder clients and is one of the leaders in brand, sponsor, client, rights holder integration. Their best know client? FC Barcelona in Spain. Listen Up!

September 9, 2022

Listen: The Playbook Podcast featuring Jeff Marks and Len Komoroski

Jeff Marks (CEO, Innovative Partnerships Group) and Len Komoroski (CEO, Cleveland Cavaliers) talk about keys to building successful partnerships and creating revenue through the emotional aspects of sports.

March 14, 2022

Sports Business Awards: Saluting the industry’s best for 15 years

Sports Business Journal has nominated Innovative Partnerships Group for agency of the year in the category: Best in Property Consulting, Sales and Client Services.

August 18, 2020

The Sports Entrepreneurs Podcast featuring CEO Jeff Marks

Jeff Marks (CEO, Innovative Partnerships Group) shares his unique perspective on the sponsorship and partnership industry.

1 2 Next »

Industry Insights

What Actually Makes a Naming Rights Deal Endure

How to Maximize ROI Through Sponsorship Strategy, Implementation, and Activation

Brand Representation FAQs: Sponsorships and Naming Rights

Learn the basics of brand representation for Naming Rights

Sponsorships and Naming Rights FAQs

Learn the basics of Sponsorship and Naming Rights

Executive Summary: Data, Insights and Trends in Sponsorship and Naming Rights

Sponsorship and Naming Rights Survey of Credit Unions: Trends and Best Practices

Innovative Partnerships Group’s team of consultants, data analysts, and marketing scientists have been on the cutting edge of partnership valuation for brands and monitors the trends in the sponsorship industry. We have performed dozens of naming rights and sponsorship valuations, and over the past 12-18 months have had many clients, industry leaders and decision makers […]

Listen: The Best Boss Ever Podcast featuring Jeff Marks and Carl Thomas

Listen: The Playbook Podcast featuring Jeff Marks and Len Komoroski

Sports Business Awards: Saluting the industry’s best for 15 years

Sports Business Journal has nominated Innovative Partnerships Group for agency of the year in the category: Best in Property Consulting, Sales and Client Services.

The Sports Entrepreneurs Podcast featuring CEO Jeff Marks

Jeff Marks (CEO, Innovative Partnerships Group) shares his unique perspective on the sponsorship and partnership industry.

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.

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.

Madonna Surprise Performance Launches The Square in Times Square

Originally reported by PollstarRead the original Pollstar article The Square made its official debut in spectacular fashion with a surprise performance by Madonna in the heart of Times Square. The six-song performance introduced a new kind of live entertainment, media and brand activation platform designed to transform one of the world’s most recognizable locations into […]

The Square Reimagines Times Square as a Global Stage for Entertainment and Brand Experiences

Originally reported by SPINRead the original SPIN article SPIN took an in-depth look at The Square and its vision to transform Times Square into a year-round destination for live entertainment, immersive brand experiences, content creation and global media. Unlike a traditional venue, The Square is designed around both the audience physically in Times Square and […]

Hendrick Motorsports Names Innovative Partnerships Group Agency of Record

Originally reported by Sports Business JournalRead the original Sports Business Journal article Hendrick Motorsports selected Innovative Partnerships Group as its third-party agency of record for commercial strategy, expanding the organization’s approach to sponsorship development across its racing programs. As part of the relationship, IPG works alongside Hendrick Motorsports to identify new commercial partnerships, develop innovative […]

Nespresso Becomes Official Coffee of Espai Barça

Originally announced by FC Barcelona.Read the original FC Barcelona article FC Barcelona and Nespresso announced a five-season partnership naming Nespresso the Official Coffee of Espai Barça, creating a new premium brand integration within one of the world’s most recognized sports properties. The partnership initially focuses on VIP areas throughout Spotify Camp Nou, where Nespresso products […]

Sutter Health and Presidio Trust Launch Landmark Healthcare Partnership

Originally published by Sutter Health.Read the original Sutter Health article Sutter Health and the Presidio Trust launched a first-of-its-kind partnership connecting healthcare, wellness, nature and community engagement at one of the country’s most visited national park sites. As Founding Partner and Official Healthcare Partner of the Presidio Trust, Sutter Health becomes part of a growing […]

Axios Highlights the Growing Value of Live Experiences and Out-of-Home Marketing

Originally reported by Axios.Read the original Axios article As digital audiences become increasingly difficult to capture, brands are putting greater emphasis on live events, experiential marketing and out-of-home advertising to earn consumer attention. Axios reports that physical experiences offer brands something digital advertising often cannot: opportunities to create real-world moments that audiences actively engage with […]

Gerber Joins the NWSL as Official Baby and Toddler Food and Snack Partner

Originally announced by the NWSL.Read the original NWSL article The National Women’s Soccer League announced a new partnership with Gerber, naming the longtime childhood nutrition brand the Official Baby and Toddler Food and Snack Partner of the NWSL. The sports sponsorship gives Gerber opportunities to connect with the league’s growing audience through match visibility, social […]

Sheffield United Unveils 2026/27 Away Kit as adidas Partnership Takes the Field

Originally announced by Sheffield United FC.Read the original Sheffield United article Sheffield United unveiled its 2026/27 away kit as the club begins a new chapter with adidas as its technical partner. Inspired by Sheffield United’s heritage, the new design combines a white base with a bold red-and-black diagonal sash, a monochrome Blades crest and classic […]

Sportico Examines Folarin Balogun’s World Cup Story and Commercial Potential

Sportico explored the unique story of U.S. Men’s National Team striker Folarin Balogun, whose U.S. birth, international upbringing and decision to represent the United States have added another dimension to his profile during the 2026 World Cup. His story also became connected to the broader national conversation surrounding birthright citizenship.

1 2 3 … 8 Next »

Thought Leadership Experience

Latest News

Madonna Surprise Performance Launches The Square in Times Square

The Square Reimagines Times Square as a Global Stage for Entertainment and Brand Experiences

Hendrick Motorsports Names Innovative Partnerships Group Agency of Record

1 2 3 … 24 Next »

More News >>