ASM Global has appointed Jason Oberlander as its new chief commercial officer to oversee the company’s naming-rights deals and marketing partnerships across stadiums, arenas and other venues.
Oberlander formerly served as senior vice-president of national sales at Learfield IMG College, which holds multimedia rights to more than 200 top collegiate athletic properties in the US.
ASM Global, together with AEG Global Partnerships, has been active in recent months in securing naming-rights and other corporate partnerships. Key deals include AO’s sponsorship of the Manchester Arena and the renamed T-Mobile Center in Kansas City.
ASM Global also recently struck a multi-year technology partnership with Mobilitie to transform digital experiences at live events around the world by using advanced 5G connectivity solutions to power new experiences for fans.
In July, ASM Global signed a strategic alliance with Honeywell to enhance safety, cleanliness and operational standards at its venues. Through a partnership that will last until 2027, ASM Global will work with Honeywell to establish new standards related to indoor air quality, safety and regulatory compliance for its VenueShield LIVE proprietary program.
Following the appointment of Oberlander, ASM president and chief executive Ron Bension said: “We have the scale, consumer touchpoints and ability to integrate brands in – to music, sports, business, tech and more – that will drive value for the brands, content providers, venue partners and guests.
“Jason’s extensive experience, particularly with IMG in forging new national partnerships with Fortune 1000 brands, will provide far and away the most diverse and enriching opportunities the industry has ever seen.”
Oberlander added: “ASM’s growth potential is unlimited. We’re the world’s largest live-event marketing platform, which enables us to deliver fan engagement opportunities to brands across the guest journey; and we can do it on a scale that no one else can deliver.
“Fans are craving live-event experiences more than ever, and brands will want to be a part of those moments. No one has the breadth of events, venues, tenant partners and boots on the ground like ASM. At a full run, there are 164 million people coming through our venues. That’s more than the four major US professional sports leagues combined. We are very excited to show brand partners what we’re planning.”