Overhead render of Dignity Health Sports Park - new naming rights sponsorship
WORK / STADIUM NAMING RIGHTS 

Dignity Health: Stadium Naming Rights and Sponsorship Negotiation

THE CHALLENGE
Dignity Health is a California-headquartered health care system and the fifth largest network in the nation. As the largest hospital provider in California, Dignity Health already has the vast infrastructure and world-class services on lock. But awareness and connection with the community? That could use a little health check.
THE WORK
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.
Dignity Health Naming Rights Sponsorship of LA Galaxy Stadium
THE RESULTS
Introducing Dignity Health Sports Park! Announced in December 2018, the 10-year complex stadium naming rights entitlement includes a sponsorship of the LA Galaxy, supporting Dignity Health’s desire to further own their home state, drive awareness and create a connection with the community. Key partnership elements include hosting annual community events, providing first-aid services at the Sports Park and supporting local LA Galaxy youth programs. With the sponsorship deal in place, now it’s time to show Californians and MLS fans what Humankindness is all about.

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.