01
What this ally is
This is naming rights, the way a company puts its name on a stadium. The sponsor funds a share of the project and the floor — or a named gate or hall inside it — carries the brand.
There is a reason this ring sits eighth rather than first, even though it is pure cash. You cannot sell a name on a building before you have the building and the operator. The site and the management team come first; the naming right is the first thing you sell once they are in place.
02
Who it suits
- A nationally recognised brand, or an investor holding a portfolio of them
- Budget authority to commit for several years, and the ability to decide quickly
- A clear view of what category exclusivity it expects — which category, for how long
- Brand values that do not conflict with a floor built around independent makers
- Can bring its own customers and dealer network through the door
03
What you put in
- The naming fee and its share of the cash, paid in three instalments
- Its own channels, pointed at the floor
- Brand assets for the named gate or hall
04
What you get back
- 10% of the company
- The naming rights themselves
- 10% of any profit the company distributes
05
What you would actually do
- Pay the naming fee and the instalments on schedule
- Agree the named gate or hall concept to the brand standard
- Send traffic from its own channels
- Extend the sponsorship across locations when the project expands
06
How the shares are earned
One test only: paying on time. A cash call not met within 30 days of notice dilutes the unearned portion of the shares. There is no service-level test on this ring, because it supplies no service.