Naming Rights – Building a True Partnership

Sponsorship Naming Rights

Securing a naming rights partner can be the most lucrative and long-term of all sponsorship deals. With millions of dollars at stake, no one can afford to make a wrong decision. Let IEG help guide you through this process.

When it comes to naming rights partnerships, there is a lot on the line for both parties. Naming rights deals are some of the most complex, expensive and lengthy partnership relationships undertaken by properties and sponsors. IEG understands that forging a mutually beneficial collaboration between the rightsholder and sponsor is the ultimate key to success. We counsel properties and sponsors alike and provide our clients with the metrics and rigor needed to make the most strategic and financially sound decisions. IEG’s naming rights expertise is deep and broad and touches on all aspects of business decision making.

IEG’s list of naming rights services includes:

  • Market valuation of the opportunity
  • Packaging optimization for both existing and planned assets
  • Revenue forecasts
  • Activation platforms
  • Prospect targeting
  • Sales and negotiation counsel
  • Built-in accountability measures

IEG is not afraid to draw a line in the sand, cut through the politics and provide our clients with smart, timely and informed expertise.

Our most recent naming rights work includes Target Field (Minnesota Twins), Levi’s Stadium (San Francisco 49ers), Amway Arena (Orlando Magic) and MetLife Stadium (New York Giants/Jets). 

IEG has also valued the naming rights of numerous other sports and entertainment properties including AT&T Center for the Performing Arts, BB&T Center, Direct Energy Centre, Dolby Theatre, Ford Center, Honda Center, IZOD Center, OCBC Arena, M&T Bank Stadium, Reliant Park, Rangers Ballpark, TD Garden and University of Phoenix Stadium.

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Naming Rights Case Studies

34th Annual Sponsorship Conference

IEG 2017 | March 26-29 | Chicago Find out more