Sponsorship Marketing

Sports transcend borders, languages and cultures. And sports sponsorship has become increasingly important as an effective means of building brand awareness and consumer consideration. Premier works with companies to define sports sponsorship objectives and determine where they fit in the overall marketing mix of a brand. We then assess sponsorship opportunities and create innovative strategies to best utilize these marketing investments.


  • Identification of ideal brand partner
  • Evaluation and management of partnerships for corporations/brands
  • Activation planning and implementation
  • Development of corporate partner programs for sports properties
  • Sponsorship and naming rights sales for sports properties

Case Study: The University of Kansas Health System
Premier played a leading role in negotiating an innovative, comprehensive medical and marketing partnership between The University of Kansas Health System and the National Football League’s Kansas City Chiefs. The 10-year deal designated the hospital as “The Official Healthcare Provider of the Chiefs” and includes naming rights to the Chiefs training complex. The health system provides a complete team of physician specialists for the Chiefs covering virtually every aspect of healthcare. In addition, the health system and its clinical partners work with the Chiefs to provide education and research for innovative advancement in sports-related health issues affecting athletes.

Case Study: City of Lawrence/Parks and Recreation
Premier was hired by the City of Lawrence, Kansas, to develop potential corporate partner relationships for the city’s new recreation facility under construction – a multipurpose venue at the newly created Rock Chalk Park. After conducting an audit of the facility’s potential marketing value for corporations, Premier is assisting the Lawrence Parks and Recreation Department with an overall strategy to include sponsorship and advertising programs in order to establish a sustainable revenue source to help support the operations budget for the facility.

Related Projects

  • Blue KC Hometown Heroes

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