As construction on the new Denny Sanford Premier Center in Sioux Falls continues, the city is already looking to make sure the operation is making money. The Legend Sales & Marketing company has been retained to sell sponsorship rights throughout the center.

“This revenue is critical to operating these facilities in the black, in other words, to make them profitable,” Darrin Smith, director of Community Development, told the Argus Leader.

Branding opportunities include the entrances, scoreboards, premium seating and throughout the building. The company hopes to secure the sponsorship rights of six major businesses. It is also looking to secure smaller sponsorships for smaller areas of the arena, including televisions that will be scattered around the center.

“Sponsorships are a lot different than premium seating. Premium seating, suite sales, you have a price, you have a limited number of terms. With sponsorship sales, there’s a huge amount of inventory, and you essentially never sell out,” John Alper, vice president of strategic partnerships with Legends Sales & Marketing, told the Argus Leader.

The approach to sponsorship sales at the Denny Sanford Premier Center is similar to other facilities throughout the country, Alper said. The new events center won’t feature much permanent signage, but instead will have electronic signage, which can be changed as needed to reflect different sponsorships.

Alper also told the Argus Leader that sponsorship revenue should be in the mid to high six figures.