Thought Leadership

Industry Insights

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 […]

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 […]

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!

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.

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.

IPG360’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.