Intermountain Healthcare Performance Center – New Venue Naming Rights
The Raiders began the process of selling naming rights to their new NFL training facility being built in Henderson, NV to support the team’s move into the market in 2020.
With the city of Henderson 20 minutes from the strip and downtown Las Vegas and no development around practice facility, the Global Partnerships team needed to get creative. Additionally, 13/20 NFL training facilities with naming rights are associated with healthcare institutions, which is not a strong industry in Southern Nevada.
Working with the Global Planning and Global Sales divisions, the Legends Global Partnerships team launched a targeted campaign at healthcare institutions around the U.S. and developed brand story that tied together the Raiders and the Southern Nevada community together. They created a world-class preview center showcasing the history of the Raiders and Las Vegas and hosted two iconic C-Level private events at Consumer Electronic Show in Las Vegas and Super Bowl LIII in Atlanta.
Intermountain Healthcare, from Salt Lake City, UT, announced their naming rights partnership in December 2019.