SoFi Stadium – Sponsorship Valuation

BACKGROUND

In January 2016, the NFL announced the St. Louis Rams would relocate to Los Angeles, CA. The next year the San Diego Chargers announced their move and the new stadium in Inglewood will open for the 2020 season.

PROJECT DETAILS

CSL was retained by the Los Angeles Rams to conduct market and financial analysis for Personal Seat Licenses (“PSLs”), season tickets, and luxury suites at the new L.A. Stadium and Entertainment District at Hollywood Park. Based on the market research, CSL estimated demand and made building program recommendations to inform the design and sales execution process. In addition, CSL completed a naming rights and sponsorship valuation to identify and quantify various assets throughout the stadium. The demand estimates, building program and valuation were used as the basis for stadium financing.

Working with the NFL, CSL set revenue expectations for all stadium partnerships, including naming rights, cornerstone partner categories, and other physical space sponsorships. In addition, CSL developed the stadium rate card, which is the benchmark for all deals and continues to support the LASED sales team on an ongoing basis, ensuring that revenue targets are achieved.

RESULTS

Legends Global Partnerships utilized all of this information to secure the largest naming rights deal in history, as well as one of the largest airlines deal in the NFL. Overall revenues for the stadium project are expected to be at the top of the league.