About us

At BWA we specialize in sponsorship sales, naming rights, and valuation, helping brands and organizations maximize opportunities and drive success. With decades of expertise and a proven track record, we create tailored strategies that deliver measurable results. From iconic naming rights to transformative partnerships, we bring vision, strategy, and execution together to elevate your brand and achieve your goals.

$4B

Value of sponsorship contracts our team has negotiated.

$15B

Total sponsorship value of hundreds of properties evaluated.

35Y

Number of years BWA has been involved in the industry.

Our Executive Team

Built on a pioneering legacy

Our Story

The story of Bonham/Wills & Associates begins with Dean Bonham.

After serving in senior leadership with the Denver Nuggets, Dean saw an opportunity to change how organizations approached the business of sport. In 1988, he founded The Bonham Group with the belief that sponsorship should be treated not as an advertising purchase, but as a strategic investment.

It was a forward-looking idea at a time when the commercial potential of sports partnerships was only beginning to be understood.

Dean went on to become one of the industry’s leading authorities on sponsorship, valuation and naming rights. The Bonham Group advised major properties and corporate brands around the world, contributing to more than 100 naming-rights assignments and helping establish practices that would influence the industry for decades.

His reputation was built on more than commercial success. Dean was known for his strategic mind, his negotiating instincts and his commitment to doing the work properly. He understood that the strongest partnerships begin with an honest assessment of value and succeed when both parties have the opportunity to benefit.

In 2012, Dean and Tom Wills established Bonham Wills & Associates, creating the next chapter of the firm. Today, we combine the experience and principles developed over more than three decades with modern data, technology and an international network of specialized advisors.

Dean passed away in 2025, but his legacy lives on in our methodology, our standards and the way we serve every client.

We remain proud to carry his name and his vision forward.