Allegiant Stadium – New Venue Naming Rights
As part of the Raiders’ move to Las Vegas and into their world-class facility, the organization needed to sell naming rights to the new NFL stadium being built. The Raiders engaged Legends Global Partnerships to represent the Raiders and secure the naming rights agreement as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.
Legends Global Partnerships had to work around the following challenges as they worked towards a stadium naming rights deal.
- Las Vegas marketplace is the 40th largest market in the U.S.
- “Sin City” was the attached moniker that many people thought of the city
- No professional sports prior to the arrival of the Vegas Golden Knights in 2017
- No affiliation to Raiders as team was moving to market from Oakland, CA
To start, the Global Partnerships team launched a targeted campaign that highlighted Las Vegas as the ‘Live Entertainment Capital of the World.’ From there, a brand story was developed that tied together the Raiders, NFL, Las Vegas and new stadium. Legends created a world-class preview center, showcasing the history of the Raiders and Las Vegas, in addition to hosting two iconic C-Level private events at Consumer Electronic Show in Las Vegas and Super Bowl LIII in Atlanta.
As part of the partnership, both Legends’ Global Sales – suites, premium, GA tickets and PSL program- and Global Planning – valuation, feasibility and financing – divisions were engaged to execute for the Las Vegas Raiders.
Allegiant Airlines announced their naming rights partnership at topping off ceremony for the stadium approximately 1 year from it opening