Thought Leadership

Industry Insights

Industry Insights

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.

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.


V&C Launches Data Insights and Reporting

Innovative Partnerships Group recently created a subdivision within its Valuations & Consulting team called Data Insights & Reporting. This new group will enhance the value proposition to both brands and properties by providing access to proprietary information that is both customizable for the brand while designed for public dissemination. Our goal is to help the […]

VinFast Makes a Bold U.S. Debut in 2023

Innovative Partnerships Group has been luxury electric car manufacturer VinFast’s Agency of Record, creating and supporting their Sponsorship Valuation & Strategy, since the beginning of 2022. In preparation for their U.S. launch, we worked alongside Vingroup to host exclusive, elite tours of Vietnam. These VIP trips included memorable experiences of Vietnam’s culture, private tours of […]

A Star is Born

Times Square, one of the most iconic sites in the world, has never seen anything like TSX. A first-of-its-kind entertainment venue located in the heart of the Big Apple. TSX is creating one of the most ambitious mixed-use developments in all of New York City. In a multi-year relationship, Innovative Partnerships Group was selected as […]

HotelPlanner Partners with The St. James for Athletic Events & Lifestyle Experiences

HotelPlanner, a leading travel technology platform and hotel booking engine, today announced a service provider partnership with The St. James, the premier sports, wellness, and entertainment brand in the county. The partnership includes HotelPlanner offering discounted hotel solutions to The St. James members for their athletic events and lifestyle experiences.

Rays announce deal for St. Petersburg ballpark

The Rays reached an agreement with the city of St. Petersburg and Pinellas County to build a new, $1.3 billion ballpark as part of the redevelopment of the Tropicana Field site, an 86-acre area also known as the Historic Gas Plant District. The club, city and county made the announcement at Tropicana Field’s “162 Landing” on Tuesday morning.

Electric carmaker Vinfast breaks ground in Chatham County

The Vietnamese car maker is set to bring 7,500 jobs to the area. Chatham County beat out 29 other locations across 12 other states to land the facility.

Innovative Partnerships Group expands to Europe

Sales and marketing agency Innovative Partnerships Group has expanded into Europe with the opening of a new office in Barcelona. The office will be located at FC Barcelona’s headquarters and will accelerate the agency’s work on the soccer club’s $1.6B renovation project for Camp Nou.

PRESS RELEASE: Innovative Partnerships Group expands to Europe.

Innovative Partnerships Group, a global leader in naming rights and sponsorships with a focus on developing long-term revenue generating relationships between prestigious professional sports and entertainment properties and global brands, announced today that the firm has officially and formally expanded into Europe with the first office in Barcelona, Spain. 

Why is Frank McCourt pushing a gondola to Dodger Stadium? - Los Angeles Times

He said it “could be doable” to cover the cost of building and operating the gondola through corporate sponsorships, but he said even the most generous sponsor might not be willing to strike a nine-figure deal without exposure beyond simply slapping the company’s name on the side of the gondola.

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