NFL Naming Rights Case Study

A NEW NAMING RIGHTS & SPONSORSHIP STRATEGY FOR THE NFL

VISION:

The National Football League wanted to maximize the revenue potential of naming rights and sponsorship programs for several of its stadium sites, with each location having a one or two team scenario. The league turned to Legends Global Planning to provide in-depth analysis and set them on the right course.

PROJECT:

To develop a targeted strategy for the NFL, Global Planning assessed the current naming rights landscape across other NFL stadiums and throughout professional sports. We identified the potential naming rights assets associated with each new stadium, the impressions and value of each asset and the expected rate of return for naming rights and sponsorships. Team sponsorships were analyzed based on market size, quantity of large corporations in each market, historical sales by the team and the market demand for sponsorships within a 100-mile radius.

RESULTS:

Based on our well-researched recommendations, NFL owners relocated the Rams to Los Angeles. As stage two of the project, Global Sales is now driving the league’s ambitious sales, naming rights and sponsorship programs with promising results to date.