A
s vice president of marketing services at Premier Partnerships, Stephanie Cheng’s involvement in the sports industry has spanned both teams and leagues, as well as entertainment venues. The task is to help the properties value and develop sponsorship and naming-rights platforms.
Stephanie
Cheng
PREMIER PARTNERSHIPS
Among the more recent deals she’s worked on are the agreements for Portland’s Moda Center (formerly the Rose Garden), Kabam Field at California Memorial Stadium, and Los Angeles’ Dolby Theatre (formerly the Kodak Theatre).
“We help a property develop their naming rights and sponsorship platform, including identifying inventory, creating the package and valuing the package,” Cheng said.
Her sights now are set on the Southeast. Cheng is working on selling the naming rights to the Atlanta Falcons’ planned new stadium, a venue that also will house an MLS expansion team. The stadium is set to open in 2017.
While Cheng would not talk about what price the naming rights for that venue might fetch, nor provide a time frame for when a deal may be completed, she said the deal will be noteworthy. “What I would think about that deal is, what we are talking about is changing the game,” she said. “We really are trying to break the mold on how you would get commercial sponsorship for new stadium development.”
— Liz Mullen
