San Francisco 49ers


The 49ers needed credible revenue projections to support stadium financing, and then needed justification to support Naming Rights and Founding Partner fees in the sales process.


  • Reviewed and optimized packaging strategies for Naming Rights and other major partnership levels and assets
  • Conducted valuation analysis and modeled revenue projections
  • Provided competitive intelligence and detailed valuation analyses in support of projections used with underwriters
  • Created Valuation Statements for multiple prospects and categories for use in the sales process
  • Provided ongoing sales counsel throughout the Naming Rights sales process


  • Our analysis validated the team’s sponsorship revenue projections to banks and other stakeholders involved in financing the new stadium
  • 49ers used our Valuation Statements to successfully secure multi-million-dollar-Founding Partner deals with:
    • Brocade Communications, Violin Memory, SAP and Naming Rights partner Levi’s
    • Over a 20-year deal, the average annual value for naming rights (accounting for inflation, Super Bowl years, etc.) determined by our methodology came to $12M. The 49ers sold naming rights to Levi’s for $11M annually

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