Naming rights & sponsorship FAQ

HLP helps communities, venues, and brands develop naming rights, sponsorships, and strategic partnerships. We work through the opportunity together: understand the assets and goals, build a program that fits, and execute the agreed outreach and partnership responsibilities.

A naming rights agreement lets a sponsor attach its name to a facility, field, event or program for an agreed term, with the rights, approvals and responsibilities set out in the agreement.

Naming rights make a sponsor's name part of the name of a facility, field, event or program for an agreed term. A sponsorship is broader: a partner provides agreed support in exchange for specific benefits, such as signage, event participation or recognition in digital channels, without changing the name.

We work with communities and asset owners, including sports complexes, cities and parks systems, schools, venues, and destinations, as well as brands, sponsors, and industry partners. The starting point is the place, its audience, and what each partner wants to accomplish.

A sponsorship pairs agreed support with specific benefits, such as signage, event participation, or recognition in digital channels. Naming rights can make a sponsor part of the name of a facility or asset for an agreed term. The rights, responsibilities, approvals, and delivery expectations are set out in the agreement.

HLP is based in Texas.

No. HLP represents venue and asset owners and works with brands to build partnerships on the owners' behalf.

Timing depends on the inventory, available audience information, existing agreements, approval process, and sponsor fit. An initial review helps identify the next steps and a realistic schedule. A citywide program and a single event may need very different timelines; we do not promise a signing date before understanding the work.

Fields, sports complexes, parks, trails, recreation centers, aquatics facilities, events, and schools can all be starting points. The inventory may include naming rights, signage, websites, newsletters, and event experiences. Availability depends on ownership, existing commitments, and the organization's policies and approvals.

We look at the actual opportunity: the audience, location, visibility, available rights, duration, exclusivity, and the work needed to deliver the partnership. Reliable audience information and relevant market context help inform the discussion. A valuation is a basis for planning and negotiation, not a guarantee of a particular offer or revenue result.

Start with an asset review conversation about what you have and what you want to accomplish. Any detailed valuation study, outreach, or ongoing engagement is scoped and agreed separately before work begins.

A well-designed partnership can help support facilities, programs, events, or improvements while giving a sponsor a meaningful local presence. The intended benefit and use of support should be defined with the asset owner. Community priorities, the visitor experience, and approval requirements help guide the fit.

Benefits depend on the opportunity and the agreement. They may include naming or signage recognition, digital visibility, event participation, or experiences that connect the sponsor with families and local audiences. We help define what is included, where it appears, who delivers it, and how delivery will be reviewed.

Yes. Tell us your market, the people you want to reach, your goals, and the level of commitment you have in mind. We can discuss whether a local place, event, or program offers a suitable fit. Availability and terms vary by opportunity.

The partnership needs a clear plan for delivery, responsibilities, and review. HLP's role after signing is defined in the scope of the engagement. We discuss the work needed to bring the agreed benefits to life and keep expectations clear.

Use the Contact page and choose the path that fits: community or asset owner, brand or sponsor, or industry partner. Share your organization, location, and what you want to accomplish. A person from HLP will follow up to discuss the next step.