The Nationals have "partnered with executive search and advisory firm Korn Ferry" and MLBAM to "bring the naming rights for Nationals Park back to market," according to Eric Fisher of SPORTSBUSINESS JOURNAL. Nationals CMO Valerie Camillo: "This is not just a signage play or media play. We think this will be compelling to both traditional and nontraditional sports sponsors." Fisher notes this alignment is the first time MLBAM or Korn Ferry "has entered actively into a naming-rights initiative." MLBAM will aid by linking local efforts "with sponsorship opportunities at the league level." Korn Ferry's "primary activities in sports to date have been in executive searches," but the firm "works with brands and has a relationship with the Nationals." The club will "mine those contacts among high-ranking corporate leaders." MLB Exec VP/Business Noah Garden "will work on the project" with Korn Ferry Senior Client Partner Liz Boardman. Camillo declined to estimate the price tag for naming rights (SPORTSBUSINESS JOURNAL, 3/21 issue).
