Tracks Venues

In this session...

What’s in a name — an arena name to be exact? The global sports sponsorship market is expected to reach $90B U.S. by 2027, with a large portion coming from naming rights deals. For most pro sports teams, the name of the home stadium is just as well known amongst fans as the names of its star players, coaches and mascots.

From branded signage, tickets, merch and more — securing a brand’s name on a popular sports or entertainment venue can lead to billions of targeted impressions and coveted “top of mind” awareness.

But what exactly goes into one of these deals, and do they make both dollars and sense for brand marketers looking to stand out? Where do the biggest opportunities exist for emerging categories to get involved, to what other assets can brands apply this strategy in addition to venues, and how do you go beyond traditional signage to make the biggest impact?

This panel will explore these questions and more, along with insights from the LA Kings, AEG and the team behind Arena — the single largest naming rights deal in the history of global sports. View Less

What You'll Learn from This Session...

  1. How did the most significant naming rights deal in recent sports history come together and how will it come to life over the next 20 years?
  2. What are the elements of a successful naming rights deal and what makes sports especially attractive for brand marketers and emerging categories?
  3. What impact do naming rights deals have on fans, brands, rights holders, teams and the community at large when done right? Are there risks or benefits?
  4. What kinds of naming rights deals are there beyond stadium entitlement?
  5. How can a great naming rights deal help drive revenue for both sides? What kinds of brands can benefit?

Presented with


Steven Kalifowitz Chief Marketing Officer
Luc Robitaille President, Alternate Governor LA Kings
Dana Jacobson Co-host CBS Saturday Morning CBS News
Nick Baker Chief Operating Officer, AEG Global Partnerships AEG

Event Details

Event Type Session

Track  Game Changers