Anschutz Entertainment Group (AEG) Global Partnerships has announced Pepperdine Univesity as an exclusive Education Partner for STAPLES Center, L.A. Live & L.A. Kings.
Sponsorship Buddy's Take:
1) There are hundreds of sports and entertainment management degrees and programs out there, many of which aren't providing their respective students actionable skillset development and a realistic shot at obtaining industry jobs (much like many other degree programs today despite the escalating tuitions demanded). This needs to be front-and-center when it comes to education reform, but we're not in politics, we're in partnership results.
2) There are many other programs that have created partnerships with local sports and entertainment properties, ie. USF's Sport & Entertainment Management program and its partnership with the Tampa Bay Lightning, etc. I was lucky enough to be a liason between a Memphis Grizzlies & University of Memphis development program.
The most successful education category partnerships will be mutually beneficial in ways extending beyond your typical marketing partnership. Along with the traditional sponsorship elements (which this program has in fully-integrated fashion), they will offer students unparalleled access to executive leadership and skill devevlopment, while providing actionable class projects and internships to help make students as equipped as possible to enter the industry. Thanks to AEG Global Partnerships global reach and diverse portfolio, this partnership arguably puts Pepperdine a cut above.
3) Today's environment demands us to think about partnerships as problem/solution fit. Yes, there are many organizations that still sell partnership "widgets" based on available inventory without wanting to put the effort into execution beyond dollars and cents despite the longterm potential of thinking bigger. Problems for organizations not only include the need to drive revenues, but also include finding, training and retaining new talent and finding innovative new ways to drive results. Problems for universities include teaching the right kinds of skillsets that lead to jobs that can translate well to the rankings that drive admissions. The solutions from here are up to you.