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cASE STUDY: SALES REPRESENTATION

MERCEDES-BENZ STADIUM

Roughly two years prior to the opening of their new state-of-the-art facility, Arthur M. Blank Sports + Entertainment (AMBSE) hired Premier Partnerships to assist their internal team in developing, valuing, and selling their new corporate sponsorship program. Premier was tasked with creating new, value-adding assets across AMBSE’s portfolio, including the NFL Atlanta Falcons, MLS Atlanta United, and the stadium.

STRATEGIC APPROACH

Premier executives worked in conjunction with AMBSE’s internal corporate partnerships team to implement a program that was consistent with the mission and goals of the property. Starting with a blank slate, Premier utilized our proprietary Revenue Maximizer™ methodology to interpret the marketplace; assess both traditional sponsorship assets and business-to-business opportunities relating to development of the new venue; and create packages that followed AMBSE’s ideal sponsorship hierarchy and ensured maximum long-term contractually obligated income (COI).

RESULTS

  • Teamed with AMBSE to secure over $1 billion in contractually obligated income across multiple categories and various package levels, including Naming Rights (Mercedes-Benz), Founding Partners, Kit Partner for Atlanta United (American Family Insurance), and Marketing Partners.
  • Ushered in IBM as a Founding Partner, which in turn revolutionized stadium and team technology and reimagined the fan experience.