According to research from SponsorUnited, the Vegas Golden Knights have the most sponsorship deals in the National Hockey League.
Of the nine North American and European markets surveyed by the sports and entertainment marketing platform for its inaugural State of the Market report, the Golden Knights have the most sponsorship deals of any professional sports team, with approx. There are over 200 cases.
“We have tried to be creative and very flexible,” said Keith Bolser, senior vice president of global partnerships for the Las Vegas Golden Knights. “And…we like to have a variety of partners. Maybe two or three in certain industries or categories. In larger markets, there might be just one large exclusive partner.”
Las Vegas’ local hockey team benefits from several unique factors when it comes to sponsorship, including the rapid growth of the city and its sports scene, space at the state-of-the-art T-Mobile Arena, Bob Lynch said . Founder and CEO of Sponsor United.
Lynch said the Golden Knights also entered the market at a time when sports betting was becoming more accepted.
“I think the Las Vegas Golden Knights were really smart early on not to try to get into the proverbial bed with certain big partners in that area,” he said. “The relationship is so important, so much more than the hospitality-related sponsorships and all the other money that comes with that relationship.”
The Golden Knights’ strategy at its inception was based on the understanding that Las Vegas was only the 40th-largest market in the United States and the second-smallest in the NHL, Baurchiel said. That means focusing on the community and building partnerships with local businesses, Borshiel said.
“We’re Las Vegas natives and from day one when we were founded here in Las Vegas, we’re really proud to be the only team in the market that was born here, born here, born here,” he said. Ta. “Along with that, we really enjoy working with local Las Vegas-born businesses, probably more family-owned businesses than any other sports team in the country.”
Lynch said Las Vegas sports teams, despite being in the 40th largest market, are able to sign deals with bigger brands because they draw more people from all over the country.
“A huge number of people come to these markets for large-scale events,” he said.
Small businesses may not be able to
While they can afford sponsorships in sports fields in other markets or even with other teams in Las Vegas, that’s not the case with the Golden Knights’ local partners, Baurshile said, adding that the team’s entry point is no different than any other hockey team. He pointed out that it was lower than the team.
Even at around six figures, the acquisition cost to partner with the Golden Knights is still lower than many sports teams, he estimated.
“This just gives our partners a really big platform and a megaphone to make noise about the brand,” Bolser said, noting that sponsorship deals also drive revenue for the Las Vegas Golden Knights organization and often He added that it will engage with fans and bring benefits. “And that’s important to them. We customize those packages. We come up with a unique way for them to do it that fits their business.”
In addition to major brands such as MGM Resorts International, Toyota and Anheuser-Busch, the hockey team also works with dozens of other companies, including Las Vegas-based Green Valley Grocery, Lee’s Discount Liquor and Pink Box Donuts, he said. It is said that they are partnering.
More than 40% of the Golden Knights’ sponsors are based in Las Vegas, according to Sponsor United, but for comparison, that number is only 28% of the Las Vegas Raiders’ sponsorship mix.
In a report, the Stamford, Conn.-based company analyzed how “strong local support has helped the Golden Knights become the top team in sponsorship in both the NHL and Las Vegas.”
“We are open for business,” Bolser said. “We are open to talking to anyone, and while not every company will ultimately work with us, we are interested in learning more about community members and the business community.” We want to find ways to partner with the companies that are participating.
This story originally appeared in Las Vegas Weekly.
