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cASE STUDY: NAMING RIGHTS

PPL PARK

Just as corporations were freezing their spending during the onset of the Great Recession, Keystone Sports and Entertainment sought to build a state-of-the-art waterfront stadium as part of a 100-plus acre entertainment, retail, residential and commercial development. Naming rights to the home stadium of the MLS Philadelphia expansion team were imperative to the team and ownership’s success.

STRATEGIC APPROACH

Taking into consideration the tough economic times and knowing previous high-level sponsors in key categories (auto, financial, insurance, etc.) were cutting back on their investments, Premier completed thorough research on emerging categories to approach. The identification of new state laws pertaining to energy deregulation in Pennsylvania led Premier to contact leading companies in the energy industry.

RESULTS

  • Secured Major League Soccer’s first-ever energy category naming rights partner with a total value of $20 million over 11 years
  • Built a business alliance program positioning PPL EnergyPlus above the competition and broaden its customer base through the Philadelphia Union network