Paper Mill Playhouse- Naming Rights Valuation

Papermill Playhouse engaged Collegiate Sports Management Group (CSMG) to assess the market value of potential naming rights opportunities for its historic performing arts venue, including valuation ranges, term considerations, and brand integration strategy.

We worked closely with Papermill to evaluate audience reach, venue visibility, and brand exposure across performances, marketing channels, and community programming, while benchmarking against comparable performing arts and cultural institutions.

CSMG then delivered a comprehensive, data-driven naming rights valuation using a multi-methodology approach, inclusive of audience-based valuation, market comparables, and asset-level analysis to support pricing strategy and partner discussions.