Best in Real Estate Consulting, Sales and Customer Services

AEG Global Partnerships

AEG Global Partnerships

Top of the list for 2021 was a record 20-year deal with Crypto.com for the naming rights to the former Staples Center, the AEG-owned and operated arena that serves as the official home of the Los Angeles Lakers, Clippers, Sparks and kings. AEG GP has entered into a three-year agreement with Honeywell to become an ASM Global partner and help create smarter, safer and more sustainable site operations across ASM’s international portfolio. The agency also negotiated a multi-year expansion of Spectrum’s founding partnership across Dignity Health Sports Park, Crypto.com Arena, LA Live, the Kings and Galaxy. Spectrum also became the Kings’ headphone partner for the 2021-22 season.

CAA Sports

CAA Sports

The agency secured a 23-year naming rights deal with Intuit for the future home of the Los Angeles Clippers in Inglewood, and secured the Clippers’ first founding partnership with green financial services firm Aspiration, generating nearly $1 billion in sponsorship revenue from the first two partners for the $1.8 billion arena. The agency also worked closely with the NHL on its new media deals with ESPN and WarnerMedia which more than doubled the $300 million per year the league was receiving. CAA Sports also orchestrated the Formula 1 deal with Crypto.com, as the platform became the first global partner for the new Sprint series making its first on-track appearance at the Pirelli British Grand Prix at Silverstone.

Courtesy of Elevate Sports Ventures

Elevate Sports Ventures

Dynamic Pricing Partners and Infinite Scale both joined the Elevate family in 2021, bringing to the agency their expertise in ticket pricing, analytics and distribution and sports design for brands, venues, events and the digital, respectively. Elevate’s first collaborations with founding partner Oak View Group culminated in the opening of Climate Pledge Arena and UBS Arena, where the agency led the sales and servicing of premium seating. The agency also sold the stadium naming rights for PayPal Park, home of the San Jose Earthquakes, and for InterMiami CF’s DRV PNK Stadium to AutoNation, in addition to completing the jersey patch deal. Portland Trail Blazers with cryptocurrency firm StormX.

Excel Sports Management

Excel Sports Management

Well established in jersey sponsorship negotiations, Excel has secured deals for the Philadelphia 76ers (Crypto.com) and Minnesota Timberwolves (Aura), and landed blockchain platform Algorand as the team’s jersey sponsor. New York’s NWSL, Gotham FC. The Boston Bruins and NYCFC each hired the agency to market their uniform sponsorship opportunity. Excel also brokered a stadium naming rights deal between Nashville SC and local logistics company Geodis, and secured the biggest deal in Drone Racing League history, making Algorand the first naming partner. for its world championship circuit.

Innovative Partnerships Group

Innovative Partnerships Group

One of the agency’s highlights of the year was the signing of a naming rights deal for Footprint Center, home of the Phoenix Suns and Mercury, which includes a commitment to create a plastic-neutral experience at inside the arena using the company’s sustainable solutions and products. Innovative Partnerships Group also won a shootout to become the go-to agency for Comcast Spectacor and the Philadelphia Flyers and brokered a deal that named SeatGeek the official team and venue ticket exchange and premier partner of NHL ticket office. Innovative Partnerships Group has also been named FC Barcelona’s first referral agency in North America.

legends

OVG Global Partnerships

The agency sold the naming rights to several companies that had never entered into such a deal in the past, including Caesars for the Superdome in New Orleans, Starbucks for the Kraken Community Iceplex in Seattle, Acrisure for the AHL Arena in Palm Desert, California, and enMarket for the new ECHL Arena in Savannah, Ga. The latter two sites are owned and operated by Oak View Group. Spectra Partnerships also joined the OVG family, doubling the size of the group. On the heels of their work in Seattle with the Kraken and Climate Pledge Arena, the Seattle Sounders have engaged OVG GP to sell kit and naming rights for the new academy facility slated to open in 2024.

Images: getty

Legends

Representing the Columbus Crew in construction management, naming rights and sponsorship, as well as premium seating and ticketing development, Legends also brokered a high-profile partnership with Lower to put its name to the new 20,000 seat stadium. The agency announced 10-year agreements with the State of Florida and Syracuse covering premium seating, tickets, fundraising, hospitality, food and beverage, marketing and business intelligence. Legends also sold the naming rights to San Diego State’s Snapdragon Stadium and SoFi Stadium YouTube Theater, in addition to LAFC’s jersey sponsorship with Flex Power Tools.

Images: getty

Wasserman

The NFL relied on Wasserman to help roll out its International Home Marketing Zone initiative, giving teams access to international markets for marketing, fan engagement and gossip. The agency advised several teams in their bids in these markets and was hired by the Los Angeles Rams to execute their strategy in Mexico, Australia and China. Wasserman worked closely with AEG on naming rights and valuation in its deal with Crypto.com to rename Staples Center. The agency also advised MLB on jersey patch sponsorship, worked with the NHL on potential helmet and jersey patch opportunities and valuation, and worked with the NBA on the addition of sponsor patches. to player warm-ups and training shirts.

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