cASE STUDY: VALUATION & CONSULTING

BRIDGESTONE ARENA

In 2008, the NHL Nashville Predators were beginning the search for a successor to their current arena naming rights sponsor. The incumbent naming rights agreement needed refinement, including a strategic perspective on pricing, rights and benefits, activation opportunities, and sales process.

STRATEGIC APPROACH

Working with the Predators, Premier used its proprietary Revenue Maximizer™ methodology to assist the team with developing a strategic sales plan. Using Premier’s deliverables – an accurately valued naming rights package, new inventory ideas, a comprehensive rights and benefits summary, and a strategic sales plan – the Predators secured Bridgestone Americas, Inc. for a long-term naming rights agreement establishing Bridgestone Arena as the NHL team’s new home.

    ACTION & RESULTS

    • Delivered a market-appropriate naming rights package of sponsorship rights and benefits
    • Created customized collateral highlighting the Premier’s third-party analysis of the naming rights valuation
    • Advised Predators executives during the negotiation period, including identifying customized concepts and business solutions for Bridgestone
    • The Nashville Predators secured a long-term naming rights agreement with Bridgestone, allowing the team to secure arena entitlement in the early ages of the desired sales window