What Innovative Partnerships Group does

Innovative Partnerships Group (IPG360), founded in 2017 and headquartered in Santa Monica, California, operates as a sponsorship and naming rights agency serving sports teams, entertainment venues, leagues, municipalities, universities, mixed-use real estate developments, and global brands. The firm acts as owner's representative on the revenue side for properties, structuring seven-to-nine-figure multi-year naming rights, jersey entitlements, founding partner programs, and B2B partnerships, while simultaneously representing brands seeking to measure and maximize partnership ROI. Recognized as the largest independent sponsorship and naming rights agency in its category, IPG has generated billions of dollars in long-term sponsorship and naming rights revenue over the past 25+ years through its executive team's deal-making track record.

The company's core technology is the proprietary Partnership Intelligence™ system, which combines three analytics modules — the Property Valuator (a database of 1,000+ properties across 25+ asset classes using 18 proprietary value influencers), the Brand Lyft Analyzer™ (quantifying brand equity transfer), and the Brand Valua+or (matching 200+ industry categories across 10 media touchpoints) — together with a Digital Asset Library for concept imagery and presentations. Services are delivered through five integrated Innovation Studios: Valuation & Analytics, Consultative Business Development, Creative Solutions, Partnership Solutions, and IP & Asset Creation, with healthcare-specific work performed via the IPG360 Health division established in 2021.

Revenue is generated through professional services fees, agency-of-record retainers, and commissions on closing multi-year deals (typically 7-9 figures), with billing tied to multi-year contracts. The go-to-market is a senior-led, consultative enterprise field-sales model targeting C-level decision makers at properties and brands globally, supported by case-study-driven content marketing and earned media via Sports Business Journal and Front Office Sports. Operating geographies include the U.S. (LA, Tampa, Charlotte, NYC offices) plus engagements in Spain, Germany, and Asia.

Name

Innovative Partnerships Group

Legal name

Innovative Partnerships Group

Website

https://ipg360.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Innovative Partnerships Group is the largest independent sponsorship and naming rights agency, structuring seven-to-nine-figure multi-year deals for sports teams, venues, leagues, mixed-use developments, and global brands using its proprietary Partnership Intelligence™ valuation system.

Ownership category

akta.pro rank

Product category

Sports Sponsorship & Naming Rights Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

akta.pro secondary industries

Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK), Festival & Live Entertainment Brand Partnerships (MPAAAGAF)

Keywords

• Sports sponsorship agency
• Naming rights consulting
• Brand partnership services
• Sponsorship valuation analytics
• Property representation services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsorship & Naming Rights Consulting: Professional consulting services for structuring and executing naming rights and sponsorship deals. Works with both properties and brands to ensure sponsorship deals are grounded in measurable ROI. Acts as owner's representative on revenue side for properties, structuring long-term contractual income.
2. Property Representation: Agency representation for sports teams, entertainment venues, universities, municipalities, and B2B partnerships seeking naming rights and sponsorship opportunities. Revenue generated through deal commissions and retainer fees.
3. Brand Representation: Consulting services for top global brands seeking innovative ways to measure effectiveness and return on partnership investments. Provides valuation, strategic guidance, and deal negotiation support.
4. Valuation & Analytics: Partnership valuation studies, ROI modeling, competitive analysis, and strategic recommendations for both properties and brands engaging in sponsorship agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Innovative Partnerships Group is a sponsorship and naming rights agency that acts as owner's representative on the revenue side for sports teams, entertainment venues, universities, municipalities, and brands. It evaluates, structures, and secures multi-year naming rights, founding partner, jersey, and sponsorship deals, and provides valuation, ROI modeling, and brand representation services through five Innovation Studios supported by its proprietary Partnership Intelligence™ system.

Product overview

Innovative Partnerships Group operates as a sponsorship and naming rights agency with a platform-plus-services model. The core proprietary system is the Partnership Intelligence™ System, which is supported by three main analytics modules: the Property Valuator, Brand Valua+or, and Brand Lift Analyzer. The company delivers services through four integrated studios: Valuation & Analytics, Consultative Business Development, Creative Solutions, and IP & Asset Creation. The company also offers specialized Sponsorship & Naming Rights Services and Media Rights Advisory. This is not a single unified software product but rather a consulting and advisory service portfolio augmented by proprietary analytical tools and methodologies.

Differentiator

Problem solved

Functional benefit

Brands

• Partnership Intelligence™: Proprietary system for evaluating, measuring and valuing naming rights, sponsorships and B2B partnerships.
• Brand Lyft Analyzer™
• Property Valua+or
• Brand Valua+or
• IPG360 Health

Products and services

• Sponsorship & Naming Rights Services Comprehensive sponsorship and naming rights services for properties and brands, including evaluation, structuring, and securing of multi-year stadium naming rights, founding partner, jersey, and B2B partnership deals. Targets professional sports teams, entertainment venues, mixed-use developments, municipalities, universities, and B2B partnerships seeking to unlock long-term, contractually obligated revenue.
• Brand Representation Brand-side agency representation for top global brands seeking to evaluate, structure, and measure the effectiveness and return on their partnership investments. Provides sponsorship valuation, deal structuring, negotiation support, high-value asset development, and ongoing partnership measurement.
• Media Rights Advisory Advisory services for media rights strategy and negotiations, supporting clients in optimizing adjacent media-rights revenue alongside their sponsorship and naming rights programs.
• Valuation & Consulting Valuation and consulting service for sponsorships and naming rights. Provides data-driven insights, financial models, ROI modeling, competitive analysis, and strategic recommendations to ensure every sponsorship and naming rights deal is grounded in measurable ROI for both properties and brands. Backed by the proprietary Partnership Intelligence™ system.
• IPG360 Health Healthcare-focused division of IPG providing hospitals, health systems and healthcare organizations with access to corporate partnership revenue models traditionally associated with sports and entertainment. Helps healthcare clients generate new commercial revenue, develop innovative partnerships, and access alternative financing through sponsorships.

Quantifiable outcome

• Billions of dollars in long-term naming rights and sponsorship revenue generated for clients over 25+ years
• +4 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

22 partnerships are on record, tiered core, minor and flagship.

• The Square (Hilton Tempo Hotel)coreStrategic or Co-development Partner · 1 June 2026Multi-billion-dollar investment in 10-floor entertainment venue at Broadway and 47th Street in Times Square developed by Innovative Partnerships Group. Madonna surprise concert served as official unveiling.
• GrindrminorGTM or Marketing Partner · 1 June 2026Pride Month partnership for Madonna's Times Square surprise concert event that unveiled The Square venue.
• NWSL (National Women's Soccer League)flagshipStrategic or Co-development Partner · 1 February 2026Engaged to unlock new tier of high-yield, league partnerships. Built Health & Wellness commercial strategy culminating in landmark multi-year partnership with CVS Pharmacy positioning CVS as Official Health & Wellness Partner and anchor of NWSL Health & Wellness platform.
• CVS PharmacyflagshipGTM or Marketing Partner · 1 February 2026Landmark multi-year partnership as NWSL's Official Health & Wellness Partner and anchor partner of Health & Wellness platform. CVS's role extends beyond sponsorship into platform leadership working with league and medical experts.
• Custom InkminorStrategic or Co-development Partner · 1 December 2025Selected Innovative Partnerships Group as agency to expand sponsorship and partnership activities within sports, entertainment, and university industries.
• HotelPlannercoreStrategic or Co-development Partner · 1 June 2025Successfully executed over 25 new partnerships between HotelPlanner and premier sports properties over three years. Built strategic relationships with USA Boxing, PRCA, Tough Mudder, DEKA, Life Time, TBL, TCL, NLL. 30 current deals now in place.
• OCVIBEflagshipStrategic or Co-development Partner · 1 February 2025Selected as exclusive Agency of Record for $4 billion, 100-acre sports and entertainment district surrounding Honda Center. Tasked with securing premier founding partners and naming rights sponsors for key venues.
• Concordia University IrvineflagshipStrategic or Co-development Partner · 1 February 2025Named Founding Partner of OCVIBE and Exclusive Education Partner, with name featured in prominent communal space. Also Official Education Partner of NHL's Anaheim Ducks. Partnership includes on-site educational center, internships, speaker series, and capstone projects.
• Anaheim DuckscoreStrategic or Co-development Partner · 1 February 2025NHL franchise partnership through OCVIBE development. Concordia University Irvine named Official Education Partner of the Anaheim Ducks as part of OCVIBE ecosystem.
• Portland TimberscoreStrategic or Co-development Partner · 1 November 2023Retained in March 2023 to secure club's first jersey partner since inception in 2011. Multi-year partnership with DaBella as Official Home Improvement Partner with prominent branding on all game kits and club apparel.
• DaBellacoreGTM or Marketing Partner · 1 November 2023First-ever sponsorship for DaBella, a Portland-based home improvement services leader. Partnership includes DaBella House semi-permanent in-stadium structure and Best Seat in the House promotion.
• Cal State University Northridge (CSUN)coreStrategic or Co-development Partner · 1 March 2022Secured 10-year naming rights partnership between CSUN and Premier America Credit Union. Arena renamed Premier America Credit Union Arena. Partnership includes Official Credit Union of CSUN, exclusive credit union partner of CSUN Athletics.
• Premier America Credit UnioncoreGTM or Marketing Partner · 1 March 202210-year partnership including naming rights to Matadome arena (Premier America Credit Union Arena), designation as Official Credit Union of CSUN, exclusive credit union partner of CSUN Athletics and Alumni Association.
• VinFastflagshipStrategic or Co-development Partner · 1 January 2022First ever naming rights partner of IRONMAN U.S. Series from 2022. Title partner for 2022 IRONMAN World Championship and 2023 IRONMAN 70.3 World Championship continuing through 2025. Exclusive EV Partner of IRONMAN and IRONMAN 70.3 Series in U.S., Europe, and Asia.
• IRONMANflagshipStrategic or Co-development Partner · 1 January 2022Global leader in long distance triathlon. VinFast partnership includes naming rights to U.S. Series, World Championship title partnerships, and exclusive electric vehicle partnership providing cars, scooters, and buses for events.
• City of CharlottecoreImplementation/ SI/ Consulting Partner · 1 January 2022Consultant to the city advising on $275 million arena proposal including Spectrum Center renovation and Hornets practice center. Estimated $60 million in naming rights and founding partnerships for companion district along Brevard Street.
• Charlotte HornetscoreStrategic or Co-development Partner · 1 January 2022NBA franchise with Spectrum Center lease through 2045 under proposed arena renovation plan. City consultant projected $1-2 million annually for practice center naming rights as part of $60 million district sponsorship package.
• Phoenix Suns / FootprintflagshipStrategic or Co-development Partner · 1 January 2021Represented Suns in naming rights deal with plant-based engineering company Footprint. $230 million arena renovation resulted in Footprint Center naming. Deal reportedly minimum 10-year, $9 million annually.
• FC BarcelonaflagshipStrategic or Co-development PartnerExclusive agency of record for Espai Barça project - €1.5 billion renovation of Camp Nou facilities. Developing state-of-the-art commercial sales program focusing on construction, B2B partnerships, technology partner stack, and consumer engagement. Created new inventory and assets including entitlement lounges and naming rights programs.
• Philadelphia Flyers / Wells Fargo CentercoreStrategic or Co-development PartnerEngaged by Comcast Spectacor to bring in new revenue generating partners for Philadelphia Flyers and $350 Million Wells Fargo Center renovation. Developed unique brand positioning and crafted story of partner role in creating engaged fan experience.
• SeatGeekcoreGTM or Marketing PartnerMulti-year, seven-figure foundational partnership making SeatGeek the exclusive ticket marketplace of Wells Fargo Center - brand's first pact within NHL.
• Comcast SpectacorcoreStrategic or Co-development PartnerEngaged to bring in new revenue generating partners for Philadelphia Flyers and Wells Fargo Center $350 million renovation. Developed unique brand positioning leveraging venue's ticketed arena status and technological advancements.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Learfield: Multimedia rights holder and sponsorship sales agency for university and pro sports properties across the U.S. SVP Daniel Cassidy previously worked at Learfield, and it operates in the same property-representation/sponsorship-sales category as IPG, particularly in the college market.
• Legends Hospitality: Hospitality, sponsorship, and venue services company co-founded by the Yankees and Dallas Cowboys that handles premium hospitality, naming rights consulting, and partnership sales at major venues. Directly comparable for stadium-renovation sponsorship programs and venue-driven deals.
• Playfly Sports: Sports marketing agency that represents properties (including universities and pro franchises) on sponsorship sales and has acquired regional sales agencies. Directly comparable as both a property-rep firm and seller of naming-rights/Founding Partner packages in the same U.S. sports landscape.
• Octagon: One of the largest global sponsorship and consulting agencies operating in the same naming-rights and brand-partnership sales space as IPG. Both firms broker multi-year sponsorship deals for sports properties and Fortune 500 brands, but Octagon sits inside IPG's competitive set as a larger, IPG-parented incumbent.

Emerging players

• Excel Sports Management: Athlete representation agency specializing in marketing/endorsement deals for pro athletes. VP Matt Santucci previously worked at Excel negotiating endorsement deals, and the firm's endorsement-brokerage focus represents a narrower, athlete-side analogue of IPG's property-side partnership work.

Others

• Front Office Sports: B2B sports business media company and events operator that runs the Best Employers in Sports award (which IPG has won) and produces industry research. Closely connected to the sponsorship industry ecosystem but not a direct competitor; relevant peer as a buyer/seller of the executive talent and market intelligence IPG relies on.

Broad incumbents

• Creative Artists Agency (CAA): Global talent and entertainment agency whose CAA Sports division handles athlete endorsements, property representation, and brand consulting. Overlaps with IPG on brand-property partnership brokerage, marketing consulting, and brand representation, but is far larger in scope.
• IMG (Endeavor): Global sports and media rights agency that represents properties and brands on sponsorship, licensing, and events. Comparable in property-representation and naming-rights deal flow, but with a much broader portfolio across media rights, events, and licensing.
• Endeavor (now TKO Group): Global sports and entertainment conglomerate that owns IMG and talent agencies like WME. Operates in the same broad sponsorship-brokerage category through IMG's property-rep business, with substantially larger scale and capital resources than IPG.
• AEG (Anschutz Entertainment Group): Owner/operator of major sports and entertainment venues (Crypto.com Arena, Coachella) with an in-house global partnerships division that sells naming rights and sponsorships. Operates the venue side of deals that IPG often brokers for other property owners, making it an adjacent incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xtwitter.com/IPG360
• LinkedInlinkedin.com/company/18024945
• Instagraminstagram.com/ipg360

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Innovative Partnerships Group