Business Snapshot
Client: City of St. George, La.
Project: Multi-court indoor sports center, Greater Baton Rouge region
Engagement: Naming rights valuation and sponsorship positioning
Target Partner: Industry-agnostic, prospect to be identified
St. George, LA Case Study
Building the Case for a Generational Naming Rights Partnership
The City of St. George, Louisiana, partnered with Victus Marketing to package the naming rights for its new indoor sports center into a credible, prospect-ready partnership offer. The engagement paired an independent valuation from Victus Advisors with positioning and pitch development from Victus Marketing, giving St. George a defensible number and a compelling story to bring to a future naming partner.
The City of St. George is developing a new multi-court indoor sports center on roughly 59 acres off Airline Highway, anchoring a larger mixed-use development that includes hotels, retail and an entertainment venue. As a generational project for the Greater Baton Rouge region, St. George needed to present its naming rights as a substantiated opportunity rather than an open-ended ask — framed in terms that would resonate with a corporate partner.
An Independent Valuation to Anchor the Ask
The foundation of the engagement was a market-based naming rights valuation produced by Victus Advisors, Victus Marketing’s parent company and an established feasibility and economic analysis firm. The valuation modeled the opportunity the way a sophisticated buyer would, weighing the tangible benefits a partner receives, the intangible value of prestige and category exclusivity, and comparable naming rights deals at similar facilities nationally. The result gave St. George a credible, defensible price to anchor every conversation.
Positioning Built for a Corporate Partner
With the valuation set, Victus Marketing built the case for the partnership’s worth. Rather than lead with facility specifications, the positioning translated the project into the terms a partner evaluates: audience reach, demographics, year-round visibility, and community alignment. It framed the facility as a high-traffic regional hub and connected naming rights to the outcomes a corporate partner values most, from brand exposure and customer engagement to category exclusivity and goodwill in the market it serves.
A Pitch Ready for the Room
Victus Marketing packaged the valuation and positioning into a presentation-ready pitch designed to work before a prospect was named. It articulated exactly what a naming partner would receive, tied each benefit to a clear business outcome, and built in room to tailor the asset package and framing to a specific partner’s footprint once one was identified. St. George left the engagement with a substantiated, flexible opportunity it could take to a range of high-value prospects.