Las Vegas Raiders – Partnership Sales Execution

VISION

Outside of selling naming rights to the Raiders new NFL stadium and training facility, Legends Global Partnerships was also responsible for selling founding partnerships, marketing partnerships and procurement partnerships for the Las Vegas Raiders in 2020.

PROJECT

Before getting involved, the Raiders were ranked 32nd of 32 NFL teams in sponsorship revenue in 2018. The Raiders’ identity was connected to the “Black Hole” section of their stadium in Oakland which was known to have the roughest fans in the NFL, and Las Vegas had no professional sports prior to the arrival of the Vegas Golden Knights in 2017. Additionally, hosting clients at a Raiders home game at the Ring Central Coliseum in Oakland (oldest stadium in the NFL) did not portray the brand in a positive light.

Working with the Global Sales and Global Planning divisions, Legends collaborated across Raiders divisions to develop unique platforms and monetize assets that have never been utilized. The Global Partnerships team created a Raiders campaign that demonstrated their brand power globally, nationally and regionally.

RESULTS

The Raiders ranked in the top 5 of 32 NFL teams in sponsorship revenue in 2020. The Legends Global Partnerships team worked on and secured 15 founding partners, which included Twitch’s first marketing partnership in major professional sports. The Raiders are now partnered with multiple casinos (Caesars, MGM, San Manuel, M Resort) on exclusive relationships.