Bonham’s team has negotiated more than $2.8 billion in sponsorship contracts on behalf of corporate and property clients. Through this process major corporations and properties have negotiated sponsorship agreements that maximized their sponsorship investment/assets.

Key Steps:

  • Assessing property value;

  • Identifying sponsorship objectives, including cost parameters and strategic direction;

  • Developing strategies to maximize the value of the relationship; and

  • Implementing the strategies developed in order to create win-win relationships. 

Bonham in Action...

Bonham conducted a TBG Property Analysis and TBG Soft Drink Analysis for San Diego State University and through negotiations, increased SDSU’s campus-wide soft drink revenue ten-fold. The Bonham Group also evaluated the naming rights revenue potential of its Student Activities Center. 



Bonham conducted a TBG Naming Rights Analysis of PETCO Park, and negotiated a naming rights sponsorship on behalf of PETCO Pet Supplies. PETCO saw value in the naming rights to the new San Diego Padres ballpark but was unsure how to proceed. The Bonham Group provided a value analysis and then negotiated a long-term agreement with the team. 



Bonham conducted negotiations with AEG on behalf of O2, a British mobile phone company, to become London’s Millennium Dome naming rights sponsor. 

 Examples of work done include:

O2 Arena

Progressive Park

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