Search for First-Ever Naming Rights Partner for NYC Ferry System

Photo Courtesy of NYCEDC

New York City Economic Development Corporation Taps Innovative Partnerships Group to Identify Visionary Brand Partner for One of New York’s Most Impactful Transit Systems

Naming Rights Partner Will Support Improved Rider Experience and Long-Term Financial Sustainability of NYC Ferry System

The next steps in a first-of-its-kind naming rights opportunity for NYC Ferry, the city’s beloved passenger ferry system serving all five boroughs was announced today. NYCEDC has retained Innovative Partnerships Group, a global leader in naming rights and strategic brand partnerships, as its agency of record to lead the brand search. The selection of Innovative Partnerships Group followed a robust response from a Request for Proposals (RFP) in 2024. In addition, Blueyed Pictures will support Innovative Partnerships Group in the sales process of NYC Ferry naming rights. This partnership comes as NYC Ferry continues to experience record ridership and farebox revenue, and recently announced the return of the popular ‘Rockaway Reserve’ and ‘Rockaway Rocket’ to accommodate increased passenger traffic to New York City beaches during a busy summer season.

NYCEDC and NYC Ferry are seeking a naming rights partner that will support the continued affordability, equity, accessibility, and sustainability of the NYC Ferry system. Revenue from the partnership will be reinvested to improve service, enhance rider experience, and advance sustainable water-based transit.

NYC Ferry, which saw more than 7.4 million passengers in 2024—the highest ridership in its history—is already experiencing a five percent increase in ridership in the first half of 2025. Spanning 70 nautical miles, the NYC Ferry system operates 38 vessels across six routes and 25 landings—the largest passenger-only ferry fleet in the United States. NYC Ferry is not only a major transit option for New Yorkers’ daily commutes—providing a vital link between job centers, schools, parks, and cultural destinations in all five boroughs—it is a trusted and iconic fixture of the City’s waterfront, seen daily by millions of New Yorkers and tourists on the water and from New York’s shoreline, buildings, bridges, and more.

Since the launch of ‘NYC Ferry Forward’ in 2022, NYCEDC and NYC Ferry have maintained a steadfast commitment to improve the accessibility, affordability, and fiscal sustainability of the NYC Ferry system. NYC Ferry continues to see record ridership year-over-year, while lowering the per passenger subsidy over 30 percent from its peak and hitting all-time highs of farebox revenue—the addition of naming rights sponsor will continue that progress.

The selected partner will gain brand integration across the entire NYC Ferry system—including vessels, landings, and digital platforms—with opportunities to activate through experiential marketing, product and service integration, and community programming. Designed to resonate with New Yorkers and elevate the rider experience, this platform allows a brand to engage meaningfully with diverse audiences citywide through both everyday visibility and purpose-driven initiatives.

In a city where naming rights opportunities are exceptionally rare, this initiative offers a once-in-a-generation chance for a brand to become meaningfully embedded in the city’s physical and cultural identity. NYC Ferry is a trusted, growing transit solution that reflects the City’s commitment to equity and innovation, making it an ideal platform for long-term brand leadership and civic engagement.

If you are interested in this opportunity, please contact Amelia Girgenti (agirgenti@ipg360.com) at Innovative Partnerships Group.

About NYCEDC
New York City Economic Development Corporation is a mission-driven, nonprofit organization that works for a vibrant, inclusive, and globally competitive economy for all New Yorkers. We take a comprehensive approach, through four main strategies: strengthen confidence in NYC as a great place to do business; grow innovative sectors with a focus on equity; build neighborhoods as places to live, learn, work, and play; and deliver sustainable infrastructure for communities and the city’s future economy. To learn more about what we do, visit us on Facebook, X, LinkedIn, and Instagram.

About Innovative Partnerships Group
Innovative Partnerships Group (IPG) is a global leader in naming rights and business development — specializing in long-term, revenue-generating strategies for global brands as well as traditional and non-traditional rights holders. IPG works with an elite portfolio of clients including professional sports teams, entertainment properties, municipalities, universities, and healthcare properties. Recognized by Sports Business Journal and other top industry publications, IPG brings unmatched expertise to structuring high-impact brand partnerships. Its proprietary Partnership Intelligence™ platform empowers organizations and brands alike to maximize the value, visibility, and return on investment from their partnerships. For more information, visit ipg360.com.