San Francisco 49ers

Situation

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.

Solution

  • 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

Results

  • 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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