Future of Sports: Naming Rights

Naming rights deals between brands and properties now stretch beyond traditional sponsorship and require more than ever before—they've evolved from IP-based partnerships to fully integrated marketing partnerships. Some brands are spending upwards of $30 million a year to retain the rights of major stadiums and are looking for innovative ways to highlight their product or service through on-site activations and unique experiences, exclusive deals for fans and customers, elevating the local community, and more. We’ll highlight this shift and how industry experts—and brands themselves—are finding new ways to position themselves as an integral piece of the fan experience.

Today’s sports fans have a desire for a more sophisticated and high-touch game day experience. From premium seating and concessions to Instagram-worthy art installations and half-time shows that rival an awards show, brands, and properties are going to great lengths to raise the bar for fans and keep them coming back. In this session, we’ll unpack how brands are elevating the fan experience on game day.

With billions spent in the development and build-out of new stadiums and arenas, operators and municipalities are working together to turn traditional sports & entertainment venues into multi-purpose campuses that stretch into retail, residential real estate, F&B, healthcare, and more. In this session, we will explore how UBS is powering the growth and development of the Belmont Park campus through community, sustainable practices, hospitality, job creation, and more.