Le « naming »: une forme de parrainage originale

Eric Delattre and Isabelle Aimé
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Eric Delattre: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille

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Abstract: Naming rights or title sponsorship is defined as the privilege of giving the name of a sponsor to an event, a building or a place totally independent of this sponsor, in order to reach marketing promotional objectives. The aim of this paper is to present the main specificities, objectives and limits of this original form of sponsoring. In addition to the naming rights definition, the main contribution concerns the highlight of naming rights critical success factors.

Keywords: naming rights agreements; critical success factors; sponsorship; title sponsor; promotion; accords de « naming »; facteurs clés de succès; parrainage; partenaire titre; communication (search for similar items in EconPapers)
Date: 2010-08-01
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Published in Revue management & avenir, 2010, n° 35 (5), pp.51-70. ⟨10.3917/mav.035.0051⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04101888

DOI: 10.3917/mav.035.0051

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