Beyond the Sign on the Building: Modern Sponsorship & Naming Rights Strategies for Destinations

Destinations are under increasing pressure to generate non-tax revenue without compromising community trust, yet many still rely on outdated sponsorship and naming-rights models. This session reframes sponsorship as a strategic value exchange, not just logo placement. Attendees will learn how to identify and monetize both physical and non-physical assets, avoid common pitfalls, and build long-term partnerships that align revenue goals with stewardship and brand integrity.

Takeaways: 

By the end of this session, participants will be able to:

• Identify monetizable assets beyond traditional naming rights, including experiential, operational, and partnership-based opportunities.
• Evaluate sponsor fit to ensure alignment with destination values and community expectations.
• Structure sponsorship deals that prioritize long-term value over one-time transactions.
• Understand common pitfalls related to brand safety, public perception, and contract structure.
• Apply a repeatable framework for sponsorship strategy that destinations of all sizes can scale.