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Anthony Lupo & Richard Brand: What Retailers Can Learn from Sports Naming Rights & Sponsorship Deals

In sports, naming rights and sponsorships name the game, with brands signing multimillion dollar deals to claim key points of consumer visibility, ranging from small jersey patches to massive sports venues. These transactions have also expanded the world of sports marketing to other industries as a wide range of corporate partners, including fashion retailers, seek new opportunities for their brands.

In this video episode of Fashion Counsel, Arent Fox Partner Anthony Lupo and San Francisco Managing Partner & Sports Chair Richard Brand discuss the issues and opportunities in naming rights and sponsorships that are universal to any potential sponsorship, whether on the team side or sponsor side. Drawing from experiences including representing Levi Strauss & Co. in their naming rights transaction for the 49ers’ stadium, Rich notes that certain topics, such as exclusivity and category, for example, should be of particular interest to fashion retailers.

Anthony and Rich also discuss the strategic importance of naming rights and sponsorships to international clients, such as Mercedes-Benz and Barclays for business considerations including relocations and market entry. Consumer value-driven agreement considerations, such as those seen in the Golden 1 Center, showcase another trend in these transactions that goes beyond a name to offer standout brand experiences. As retailers and other prospective sponsors evaluate opportunities to differentiate their brand, naming rights and sponsorships continue to offer market inroads that extend far beyond a name placement.

From coast to coast, Arent Fox boasts one of the most experienced and diverse Sports law practices in the country, with clients spanning individuals, organizations, and teams involved with major league, minor league, and Olympic sports. Rich Brand chairs the Sports group, where he is recognized for his experience in sports and entertainment venue transactions. Sources describe him as "not only a very tactical corporate lawyer, but someone who knows the sports business and the industry inside out."