Beyond the Jersey Patch: How the Stars and Acrisure Are Expanding Sponsorship Value

A jersey patch is one of the most visible assets a sports organization can offer a corporate partner.

But visibility is only one part of what makes a sponsorship valuable.

The Dallas Stars and Acrisure are taking a broader approach with their new partnership. Acrisure will become the Stars’ inaugural home jersey patch partner for the 2026-27 NHL season while also becoming the team’s Preferred Insurance Brokerage. The partnership also includes presenting sponsorship of the annual Dallas Stars Hall of Fame Gala.

That combination creates a partnership that extends across the team’s on-ice presence, community, and events.

The Patch Is Only One Touchpoint

A jersey placement provides consistent brand exposure throughout a season.

But a sponsorship can become much more valuable when it gives a partner additional ways to engage with the team and its audience.

In this case, Acrisure’s relationship with the Stars extends beyond the jersey to a major annual event and a broader business relationship with the organization.

This is part of a larger trend in sports sponsorship: brands are looking for partnerships that provide multiple touchpoints rather than relying on a single piece of inventory.

More Touchpoints Mean More to Manage

Expanding a sponsorship creates opportunities, but it can also create additional operational complexity.

Corporate entertainment and hospitality may become part of those relationships, giving organizations opportunities to bring clients, prospects, employees, and partners into the experience.

That means keeping track of:

• Available ticket inventory

• Requests and approvals

• Guest information

• Ticket distribution

• Attendance and utilization

• Reporting

As the number of events and users increases, managing those details through disconnected systems can become increasingly difficult.

How Concierge Live Helps

Concierge Live gives organizations a centralized way to manage the operational side of corporate entertainment.

Teams can manage inventory, create customized request and approval workflows, coordinate guest information, distribute tickets, and access reporting based on their needs.

That creates greater visibility into how entertainment assets are being used while reducing the administrative work required to manage them.

The goal isn't simply to make ticket management easier.

It is to help organizations get more value from the entertainment assets that support their partnerships and relationships.

From Sponsorship Asset to Business Relationship

The Stars and Acrisure partnership demonstrates how a sponsorship can extend beyond a visible brand placement.

The jersey patch creates recognition.

The broader partnership creates additional opportunities for engagement.

For organizations managing sports partnerships, the same principle applies to corporate entertainment. Tickets and hospitality assets can become tools for client development, prospect engagement, employee recognition, and relationship building.

But realizing that value requires more than having access to the inventory.

It requires knowing what you have, who is using it, and how effectively it is supporting your business objectives.

The patch creates visibility. The partnership creates opportunity. The right management system helps organizations make the most of both.

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