The Superlative Group

What The Superlative Group does

The Superlative Group is a Cleveland-based B2B professional services firm founded in 1994 that specializes in the valuation, sales representation, and consulting services for naming rights, corporate sponsorships, premium seating, and out-of-home advertising for ballparks, stadiums, arenas, transit systems, airports, universities, and other venues. The firm does not operate a technology platform; its core deliverable is proprietary valuation methodology and senior-led deal brokerage across five offices (Cleveland, Naples, Dublin, London, Toronto). Services are organized into four product lines: Research/Valuation & Analytics, Sales Development & Representation, Brand Consulting, and OOH Advertising Consulting.

The company monetizes primarily through a 15% commission on completed naming rights and sponsorship deals (for example, a $816,800 commission on the $5.45 million BayCare Sound deal), supplemented by project-based consulting and retainer fees (for instance, $69,000 for asset valuation and $135,000 for an 18-month sponsorship sales retainer). Customer segments span government entities (Miami-Dade County, San Diego MTS, City of Irvine), higher education (Kent State, Xavier, UC Davis), entertainment and theme parks (Cedar Fair, Universal Studios, Caesars), healthcare systems (Cleveland Clinic, IU Health, UC San Diego Health), and transit authorities (Salesforce Transit Center). Leadership consists of President & CEO Myles Gallagher, COO Kyle Canter, and EVP Pat Nieser. Since 1994, the firm has reportedly generated over $2 billion in contractually obligated income for clients through completed deals, with marquee transactions including the $212 million FTX Arena naming rights agreement and the $110 million Salesforce Transbay Transit Center deal.

Name

The Superlative Group

Legal name

The Superlative Group, Inc.

Website

https://superlativegroup.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

The Superlative Group is a Cleveland-based B2B consulting firm founded in 1994 that provides naming rights valuation, sponsorship sales representation, and brand consulting services to government entities, universities, sports venues, transit authorities, and healthcare systems across global markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Cleveland

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, Others

Revenue model

1. Commission-based Sales Representation: The Superlative Group earns commissions on completed naming rights and sponsorship deals. They charge a 15% commission on sponsorships (e.g., BayCare Sound deal: $816,800 commission on $5.45M deal) and 15% on naming rights agreements. They also charge retainer fees for initial valuation work.
2. Consulting and Valuation Services: The company charges fees for conducting asset inventories, valuations, and strategic advisory services. Examples include $69,000 for valuing park assets and $135,000 in retainer fees for 18 months of sponsorship shopping work.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

The Superlative Group is a professional services firm that helps organizations identify, value, and monetize naming rights, corporate sponsorships, and out-of-home advertising assets across venues, transit systems, government facilities, universities, and parks. It acts as an intermediary sales agent and strategic advisor, running valuation studies, asset inventories, sales campaigns, and deal negotiations on behalf of property owners and rights holders. Since 1994 the firm reports generating more than $2 billion in contractually obligated sponsorship and naming rights income for its clients.

Product overview

The Superlative Group is a Sponsorship Valuation and Sales Consulting company offering a unified suite of professional services. The core offerings include Research/Valuation & Analytics, Sales Development & Representation, Brand Consulting, and OOH Advertising Consulting. The company acts as an intermediary, helping venues, governments, universities, and other organizations identify, value, and secure corporate sponsorships and naming rights partners. Their services span multiple markets including airports, arenas, amphitheaters, convention centers, entertainment venues, government facilities, healthcare, higher education, parks & recreation, transit, and zoos/aquariums/museums. Since 1994, the company has secured over $2 billion in contractually obligated income for clients through naming rights and sponsorship deals.

Differentiator

Problem solved

Functional benefit

Products and services

• Research, Valuation & Analytics Provides comprehensive research, valuation, and analytics services to assess sponsorship and naming rights opportunities for clients across airports, arenas, amphitheaters, convention centers, government facilities, healthcare, higher education, parks and recreation, transit, and zoos/aquariums/museums.
• Sales Development & Representation Acts as exclusive or non-exclusive sales agent to identify, pitch, negotiate, and secure naming rights partners and corporate sponsors for properties, venues, transit lines, parks, and universities, earning a 15% commission on completed deals.
• Brand Consulting Provides strategic brand consulting services to help property owners and rights holders develop and execute sponsorship and naming rights strategies that align with their brand positioning and revenue goals.
• OOH Advertising Consulting Provides out-of-home advertising consulting services for clients seeking to structure, value, and sell advertising and sponsorship opportunities tied to physical venues, transit, and public spaces.

Quantifiable outcome

• Over $2 billion in contractually obligated income generated for clients since 1994
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered major and core.

• Vibe Credit UnionmajorGTM or Marketing Partner · 1 January 2026Vibe Credit Union secured naming rights to Suburban Collection Showplace in Novi, Michigan (renamed Vibe Credit Union Showplace), serving 74,000+ members with $1.35 billion in assets.
• First HorizoncoreGTM or Marketing Partner · 30 January 2025First Horizon became the first-ever presenting sponsor of Durham Performing Arts Center (DPAC), marking the venue's inaugural presenting sponsorship since its 2008 opening.
• Cleveland ClinicmajorStrategic or Co-development Partner · 1 May 2024Cleveland Clinic partnered with Kent State University as medical services provider for student-athlete health and wellness. Includes physicians, athletic training, physical therapy, behavioral health, and sports performance services. Partnership approved May 2024, services began July 1.
• BayCare Health SystemmajorGTM or Marketing Partner · 27 February 2022BayCare Health System secured naming rights to Clearwater Amphitheater (The Sound) at $475,000 first year increasing 3% annually over 10 years, totaling approximately $5.45 million. BayCare also has naming rights to Clearwater's Phillies spring training facility.
• FTXmajorGTM or Marketing Partner · 1 March 2021FTX signed 19-year, $212 million naming rights agreement for FTX Arena (Miami Heat arena), with $90 million going to Miami-Dade County. FTX also committed $5 million in community contributions.
• UC San Diego HealthmajorGTM or Marketing PartnerUC San Diego Health secured naming rights to San Diego MTS Blue Line (renamed UC San Diego Blue Line) at $675,000/year for 30 years, with naming rights to three stations. This partnership provides healthcare branding visibility across 30 miles of light rail service.
• IU HealthmajorGTM or Marketing PartnerIU Health signed a $7.6 million, 15-year agreement with Fishers to attach its name to five municipal health, recreation, and nutrition facilities and events including the Nickel Plate Trail, Fishers Community Center, and Farmers Market.
• SalesforcemajorGTM or Marketing PartnerSalesforce purchased naming rights to Transbay Transit Center and 5.4-acre Rooftop Park in San Francisco for $110 million over 25 years. This is one of the largest transit naming rights deals in the US.
• Sycuan CasinomajorGTM or Marketing PartnerSycuan Casino inked $25.5 million naming rights deal for MTS Green Line in San Diego over up to 30 years. The 24-mile trolley line renamed to Sycuan Green Line.
• Martin MariettamajorGTM or Marketing PartnerMartin Marietta secured naming rights to Duke Energy Center for the Performing Arts in Raleigh at $518,000/year with 3% annual increase for 20 years, with two optional 5-year extensions.
• SwagelokcoreGTM or Marketing PartnerSwagelok, headquartered in Solon since 1964, became naming and presenting sponsor for Solon Community Park's outdoor stage, supporting park renovations and community programs.
• Ambassador Edward F. Crawford / Crawford GroupmajorGTM or Marketing PartnerAmbassador Crawford provided $28 million gift (largest in Kent State history) for naming rights to Crawford Hall and the Ambassador Crawford College of Business and Entrepreneurship.
• CINTAS CorporationmajorGTM or Marketing PartnerCINTAS Corporation secured $10 million Naming Rights to Xavier University's new basketball arena. Total revenue generated for Xavier exceeded $55 million.
• Great American InsurancemajorGTM or Marketing PartnerGreat American Insurance secured $75 million Naming Rights over 30 years for Cincinnati Reds stadium (formerly Great American Ball Park).
• University Hospitals (Cleveland)coreGTM or Marketing PartnerUniversity Hospitals partnered with Cleveland's BikeShare program, naming it UHBikes, promoting health and wellness through cycling.
• HealthEast Care SystemcoreGTM or Marketing PartnerHealthEast became named sponsor of Bielenberg Sports Center in Woodbury, MN at $126,000/year for 14 years ($1.76 million total).
• Bon Secours Health System and VCU Health SystemmajorGTM or Marketing PartnerJoint Naming Rights partners for GRTC (Greater Richmond Transit Company), generating $6.4 million over 15 years.
• UCI HealthmajorGTM or Marketing PartnerUCI Health secured multi-million dollar naming rights deal for Orange County Great Park in Irvine, positioning UCI Health to host seminars and assist with city-run health events.
• The Coca-Cola CompanymajorGTM or Marketing PartnerCoca-Cola signed 10-year exclusive beverage sponsorship agreement with City of Miami Beach, including recycling initiatives and sustainability programs.
• UW HealthcoreGTM or Marketing PartnerUW Health paid $1.9 million over 10 years ($175,000/year) to name Rockford's downtown sports complex UW Health Sports Factory.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Team Services LLC: A naming-rights advisory and sales firm that values and brokers stadium/arena naming rights for teams and venues, directly overlapping with Superlative's valuation-plus-sales-representation model.
• Premier Partnerships: Sells and values naming rights, sponsorships, and premium seating for venues, universities, and municipalities, competing head-to-head with Superlative for sponsorship sales mandates.
• Van Wagner: Provides sponsorship and naming-rights sales and consulting for sports and entertainment properties, closely comparable to Superlative's core intermediary offering.
• Front Row Marketing Services: A Comcast Spectacor company specializing in venue naming-rights and sponsorship sales for arenas, convention centers, and public assets, mirroring Superlative's venue and government focus.
• Property Consulting Group: A boutique sponsorship valuation and naming-rights sales consultancy serving venues and properties, structurally similar to Superlative as a specialist advisory firm.

Emerging players

• Navigate: Provides data-driven sponsorship valuation and ROI analytics, overlapping with Superlative's research/valuation/analytics service line.

Broad incumbents

• Elevate: A large sports and entertainment agency offering sponsorship sales, valuation, and premium ticketing across major properties, overlapping Superlative's offerings at greater scale.
• Legends: A global venue and partnerships firm with a Global Partnerships arm that sells naming rights and sponsorships for major stadiums, competing with Superlative on large venue mandates.
• Playfly Sports: A large multimedia rights and sponsorship sales company serving college and pro properties, overlapping Superlative's sponsorship monetization business at broader scale.
• Learfield: The dominant collegiate multimedia and sponsorship rights holder, overlapping with Superlative's higher-education naming-rights and sponsorship sales activity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-superlative-group-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Superlative Group