The Superlative Group Spearheads Search for ESA Naming Rights Partner

About This Project

The newly christened entertainment and sports arena enjoyed its grand opening on Sept. 22, but don’t be surprised if the venue’s name changes.
The Superlative Group acts as the exclusive naming rights and sponsorship agent for Events DC properties and the Ohio-based company has secured more than $2 billion in contractually obligated income for a wide range of clients since 1994.
“Our valuation team has been working with Events DC to complete the process of determining the fair market value of each potential naming rights and corporate partnership opportunity across all Events DC properties,” said Kyle Canter, Superlative chief operating officer. “We are now in the beginning stages of the sales process at the ESA. Our firm will work closely with Events DC through the process of identifying partners, presenting opportunities and contracting.
“There is very strong interest in the project because of all the things it has to offer.”
As the anchor for one of Washing- ton’s most dynamic revitalization projects in recent memory, the Entertainment and Sports Arena is poised to attract 380,000 new attendees annually. The diversity of visitors will be matched by the events themselves with basketball, boxing, concerts, esports, graduations and exhibitions among the offerings. With a seating capacity of 4,200 and the flexibility to produce a unique setting for myriad events, the ESA’s value proposition for prospective partners and sponsors is undeniable.
“On one day, it will be sold out for a WNBA game and the next night it will be draped to create an intimate environment for a comedian or performance,” Canter said. “Sometimes it’s difficult to create that flexibility without pricing yourself out of the market with the overhead it can require to transform a building. The ESA can deliver that, and it will be a real competitive advantage for the building.”
In closing, he added, “But the one thing that truly separates this opportunity is what this building is going to do for the entire area. I think in D.C. you have some great examples of how a ballpark or stadium can serve as that anchor project, the centerpiece of a total revitalization of a community. It’s going to be something special.”
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