The evolution of naming rights agreements in the United States

Tim Mcghee
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Tim Mcghee: MSP Sports & Entertainment, USA

Journal of Brand Strategy, 2020, vol. 9, issue 2, 163-170

Abstract: Companies have used naming rights of sports venues in the United States for over a century. Up until approximately 30 years ago, sponsors utilised these investments almost exclusively for building brand awareness. More recently, marketers that have invested in naming rights opportunities have utilised the platform provided by these high-profile venues to create fully integrated marketing programmes. This paper, through several examples as well as a case study, outlines the various objectives a sponsor seeks to achieve through their naming rights agreements. In addition to the significant branding afforded sponsors that affix their name to a venue, naming rights can also provide a showcase for a company’s technology as well as a means to drive significant revenue either directly or indirectly from the rights holder. By tracing the evolution of naming rights sponsorships, a reader can see why they are typically the most expensive marketing expenditure a company will make with a rights holder.

Keywords: sponsorships; naming rights; sponsors; venues; marketing expenditure; branding; sports marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:2:p:163-170

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