Why naming rights

This was just the beginning of a new advertising practice. Globally, naming rights contracts have substantially increased in popularity since the s. As many stadiums or arenas now host multi-sport competitions and often serve as a stage for concerts, venue-naming rights can present an excellent opportunity to expose brand names to a diverse customer base. The year deal also covers hosting rights for concerts and non-soccer events. The benefits of the naming rights go far beyond their long-term exposure in total exclusivity to the public: corporations and brands become more easily associated with their engagement to environmental, educational, and cultural development.

Another category of partnership that companies explore to gain media exposure is the Title Sponsorship. In this particular contract, the name of the event remains unchanged, but sponsors acquire the rights — that might be exclusive or not — in a prominent spot alongside the event name. Naming rights and sponsorship deals may be delivered in a variety of formats to bring benefits for both sides. And is it all worth it? A study reported in the Journal of Issues in Intercollegiate Athletics found that naming rights "can be lucrative, but also cause negative impacts for all parties involved due to concerns of over-commercialization and psychological attachment to the stadium.

David Searls is a Cleveland-based writer with hundreds of articles, columns and essays to his credit. By David Searls. Brand Awareness Brand-building is a full-time pursuit of marketers, and major sports teams can create or enhance brand awareness. Fan Loyalty Corporate marketers strive to achieve an emotional connection with target audiences. Downside Potential drawbacks to corporate naming can include negative team news. Related Articles. If they tell you they will not, this will affect your decision about buying naming rights.

Many media outlets will use your name each time they cover the facility, its events and teams so they can gain access to cover the events. Discuss this with the facility, which can contact any media outlets with concerns to ensure you get this benefit. In addition to having your name painted on or affixed to the structure, you can negotiate many onsite benefits associated with naming rights. You might include advertising on the scoreboard and in game programs, a concession booth to sell your product at the game, free product giveaways and free tickets or box seats.

If events will be televised, negotiate placement of your logo to fall within camera site lines to increase your on-air exposure. Negotiate exclusivity in your product or service category to prevent competitors from using ambush marketing, and to block teams or events that rent or lease the facility from selling sponsorships to your competitors.

As the naming sponsor of a stadium, negotiate the rights to use your affiliation with the facility, its events and teams in your marketing efforts outside the stadium. Secure the rights to use images of the facility and its events and teams in your printed promotional materials, online, in your broadcast advertising and throughout your place of business. In some instances, you will not be able to associate your business with a team or an event held at a facility.