WS Chronicle

By Staff Report

The Chronicle

WINSTON-SALEM, N.C. — The city of Winston-Salem is opening sponsorship opportunities for some of its most iconic public venues, including Bowman Gray Stadium and the Winston-Salem Fairgrounds Arena, as part of a new public-private partnership initiative designed to generate revenue and strengthen ties with local businesses.

The program will be led by SportsMan Solutions, a firm selected after a nationwide search by the city’s Public Assembly Facilities Commission. The company specializes in sponsorship development for municipalities and educational institutions.

“When we issued the RFP, there was immediate excitement among staff,” said Robert Muhearn, public facilities manager for the city. “Partnering with SportsMan Solutions became a natural fit. They bring a strong understanding of how to help cities like Winston-Salem maximize the value of their facilities.”

Among the first venues available for naming rights and sponsorships are:

• Bowman Gray Stadium, home to Winston-Salem State University football and weekly NASCAR racing events. The stadium recently extended its agreement with NASCAR through 2050 and regularly draws more than 10,000 fans on Saturday race nights. It is also scheduled to host the Cookout Clash in February, which was the second-most-watched sports event of its week in 2025.
• Winston-Salem Fairgrounds Arena, which hosts the Twin City Thunderbirds and welcomes more than 500,000 visitors annually from all 50 states.

In addition to those venues, the city is also offering naming rights for the overall fairgrounds and “powered by” branding opportunities for the Carolina Classic Fair, which attracts more than 250,000 attendees during its 10-day run each October.

The city plans to begin the program by engaging local businesses, chamber members and community organizations before opening select opportunities to regional and national sponsors. Sponsorships will be awarded on a first-come, first-served basis.

“This is a full-scale activation,” said Ryan Patrick, who is overseeing the city’s sponsorship and naming rights strategy. “Sponsors can expect visibility not only at the facilities themselves but also on digital platforms like Google Maps and along major city roadways.”

Patrick emphasized that the initiative offers value to both the city and its partners.

“These partnerships allow cities to upgrade infrastructure while giving brands meaningful community exposure,” he said. “It’s a win-win.”

Companies and organizations interested in participating can contact Patrick at ryan.patrick@cityofws.org.