cASE STUDY: NAMING RIGHTS

PIZZA HUT PARK

The Hunt Sports Group, in conjunction with the City of Frisco, Collin County, and the Frisco Independent School District, embarked on a public/private partnership to build a 117-acre professional soccer stadium and a 17-field sports park in Frisco, Texas. Major commercial sponsorship revenue was needed to offset the land acquisition, construction, and operational costs of the $90 million facility.

STRATEGIC APPROACH

Premier created a commercial strategy and sales model that included inventory analysis, sponsorship hierarchy, pricing models sales materials, budget and company product directory. Premier worked with the Hunt Sports Group team on hundreds of qualified presentations to corporate decision makers, then negotiated partnerships and final agreements.

RESULTS

  • Set the industry standard for delivering an integrated sales model that exceeded financial expectations
  • Secured the first-ever quick-service restaurant naming rights partner for a professional sports facility, with Pizza Hut signing for $30 million over 20 years
  • Obtained long-term Signature Partner business relationships with many of the region’s most respected companies, including. Coors Brewing Company, The Dallas Morning News, Minyards Food Stores, North Texas Chevy Dealers, Pepper Bottling Co. of Texas, Sotherby Homes, Texans Credit Union and Verizon Wireless
  • Rounded out the commercial sponsorship program with top quality Marketing Partners including Adidas, American Airlines, FSN Southwest, Gatorade, Snickersand Toro
Our 10-year association with Pizza Hut Park, FC Dallas, and the North Texas State Soccer Association was a product of Premier Partnerships bringing us a meaningful and tangible platform for us to expand our brand and grow our business within this region. Through this partnership, we secured a unique marketing platform which truly reaches our core demographics on a year-round basis.
— DAVID ADDISON, President/CEO, Texans Credit Union