Corporations want their consumers to know they love their home state and are committed to being dedicated patrons of the community. As sponsorship and brand experience experts, we know there is no better way to create an emotional and impactful connection with the community than through sponsorship.
By assessing the marketplace and proactively engaging encumbered sponsorship opportunities, Advantage helped Dignity Health map out a sponsorship strategy to be top of mind across California, with a focus market being Los Angeles. Key to that strategy was the opportunity to replace StubHub as naming rights partner of the sprawling sports complex on the campus of California State University, Dominguez Hills in Carson, CA. The complex features a 27,000 seat soccer stadium (home to the Los Angeles Galaxy), a 2,450-seat velodrome, an 8,000-seat tennis stadium and an outdoor track and field facility that has 2,000 permanent seats and is expandable to 20,000. Through integrated sponsorship planning, a strategic set of sponsorship assets were developed with AEG (operator of the complex) to align the core values and objectives of Dignity Health with the roles of the venue and the LA Galaxy. Advantage’s proprietary sponsorship valuation toolkit was deployed to assess and extract the most value out of the stadium naming rights sponsorship deal, while also negotiating the sponsorship agreement on Dignity Health’s behalf.