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.

News

Charlotte Hornets' practice center, arena district could generate $86M in sponsorships for city

Los Angeles-based Innovative Partnerships Group, a consultant for the past year on the proposed arena district, shared its findings as part of Charlotte City Council’s monthly economic development committee meeting. Sean Moran, the firm’s director of valuation and analytics, told the committee that, while Innovative Partnerships Group has extensive sports experience, the company has also worked on strategy and sponsorship sales for non-sports innovation and entertainment districts in Memphis and Nashville, Tennessee; Tampa, Florida; and the San Francisco Bay Area in California

Travel + Leisure GO joins forces with FC Barcelona as its new official travel club partner

FC Barcelona has signed a partnership agreement with Orlando-based subscription travel club Travel + Leisure GO as the organization’s official Travel Club Partner in the U.S

Flyers to be Insomnia Cookies' first sports team sponsorship deal

This is a sponsorship in a non-traditional category, but… we applied the same ROI and revenue modeling here we would apply to a bank, tech or infrastructure brand doing a naming-rights deal

FC Barcelona teams up with Innovative Partnerships Group and Legends International to boost revenue of future Spotify Camp Nou

FC Barcelona is teaming up with Innovative Partnerships Group promote, with which the club has already started working on the search for new partners and strategic associations for the project. Thus, Barça is joining forces with leading international companies with the aim of maximising the generation of new revenue associated with the future stadium.

Innovative Partnerships Group brings on John Alper, Amanda Dick in Dallas office

Innovative Partnerships Group is bringing on two execs in its Dallas office. John Alper will join as SVP/business development and partnerships and Amanda Dick comes on as an account exec.

VinFast and IRONMAN Announce a Groundbreaking and Comprehensive Global Partnership

VinFast will also become the title partner for the 2022 IRONMAN® World Championship and the 2023 IRONMAN® 70.3® World Championship, each continuing through 2025, as well as the Exclusive Electric Vehicle Partner of the IRONMAN and IRONMAN 70.3 Series in U.S., Europe, and Asia through 2025.

Sponsorships key to funding Charlotte Hornets practice center

Jeff Marks, CEO at Los Angeles-based sponsorship sales firm Innovative Partnerships Group, explained the math to council this way: $2 million annually for district naming rights, $1 million to $2 million for the practice center, and similar combined revenue from five smaller founding partnerships.

Innovative Partnerships Group Advises City of Charlotte on Sports and Entertainment District

City consultant Innovative Partnerships Group explained how corporate naming rights have expanded to sports- and entertainment-themed districts and how that could generate $60 million from a Brevard Street development.

Innovative Partnerships Group Renames Historic Matadome Arena

Innovative Partnerships Group has help secure another transformational naming rights partnership between Cal State University Northridge (CSUN) and Premier America Credit Union.
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