La Crosse Center Sponsorship Program
Overview
The La Crosse Center, a premier multi-purpose venue in downtown La Crosse, Wisconsin, serves as a gathering place for entertainment, sports, conventions, and community events. While the venue had a respected presence in the region, it lacked a structured sponsorship program that could deliver consistent revenue and long-term brand partnerships.
TSE Entertainment was brought in to build that foundation from the ground up. Our mission was to create a comprehensive sponsorship program that would attract regional and national brands, generate substantial revenue, and deliver value both to the sponsors and to the venue’s patrons. Through creative thinking, strategic outreach, and strong relationship-building, we secured multi-year partnerships with well-known companies and introduced innovative on-site activations that enhanced the visitor experience.
Our Sponsorship Wins
TSE’s efforts resulted in significant annual sponsorship revenue, the highest sponsorship income the La Crosse Center has achieved to date. These partnerships are multi-year agreements designed to provide ongoing value.
- Bacardi: Branded activation space and promotional inclusion at events.
- Festival Foods: Official provider of brats; branded concessions, in-arena signage, and digital placements.
- Chick-fil-A: On-site concession location, product activation sales, in-arena signage, and digital placements.
- Marine Credit Union: Official Bank designation with exclusive ATM rights, signage, digital placements, promotional rights, tickets, and VIP experiences.
TSE tailored each partnership to the brand’s goals while enhancing the attendee experience. For example, Festival Foods integrated their signature bratwurst into the concessions program, creating a branded culinary touchpoint for attendees, while Bacardi developed a fully themed activation space that became a highlight for guests.
Challenges & Solutions
ATM Contract Conflict: Marine Credit Union’s sponsorship included exclusive ATM placement rights, but the venue had an existing ATM provider contract.
Solution: TSE negotiated to relocate the existing ATMs to other city-owned facilities, clearing the way for Marine Credit Union’s exclusivity.
Limited Event Programming: The venue’s smaller event schedule meant fewer activation opportunities for sponsors.
Solution: While programming volume couldn’t be increased immediately, we focused on maximizing value through year-round branding, high-visibility placements, and creative in-venue activations.
By addressing these obstacles proactively, TSE ensured that all sponsorship agreements were implemented successfully and that sponsors received strong ROI.
Results & Impact
- Record Sponsorship Revenue: Highest in venue history.
- Expanded Sponsor Network: Introduced the venue to potential sponsors across the country.
- Enhanced Event Promotion: Several sponsors promoted La Crosse Center events through their own marketing channels.
- Sustainable Sponsorship Program: TSE built a framework for ongoing growth and long-term brand relationships.
The visibility of these sponsors at the La Crosse Center has already inspired interest from other potential partners, setting the stage for future expansion. With a thriving sponsorship program in place thanks to TSE Entertainment, the La Crosse Center is positioned for sustained revenue growth. Our work has not only delivered immediate financial gains but has also laid the foundation for long-term success. By continuing to nurture existing sponsor relationships and pursuing new opportunities, The La Crosse Center is now on track to become a model for regional sponsorship excellence.
