Center Parc Naming Rights
Georgia State University (GSU) acquired Turner Field in 2018 – former home of the Atlanta Braves and host of many events during the 1996 Olympic Games. The University proceeded to convert the downtown Atlanta stadium from Baseball to Football and officially opened as a renovated facility in 2019. GSU Athletics partnered with Van Wagner in 2015 to manage its multimedia rights. By the time the Stadium was about to come online, Van Wagner had more than tripled the sponsorship revenues since launch of the partnership. It was at this time that GSU engaged Van Wagner to also seek a naming rights partner for the venue.
Van Wagner engaged its asset valuation/architecture team to properly value the naming rights opportunity for the University. The Van Wagner team created a comprehensive sales strategy and collateral for the venue naming rights opportunity, and deployed a combination of local, regional and national sales resources to engage potential partners.
Van Wagner’s senior leadership team worked with stakeholders both within the GSU Athletics Department and across campus to navigate the process once a qualified entity was ready to make a commitment. The result was a 15-year, $21 Million partnership with Center Parc Credit Union which at the time was the ninth largest stadium naming rights partnership secured in college sports.