Naming rights for sports stadiums: Sponsor versus club-who makes the proper brand?

1Citations
Citations of this article
2Readers
Mendeley users who have this article in their library.
Get full text

Abstract

This paper describes the applications, benefits and risks of using naming rights at sports stadiums for branding purposes. Naming rights offer a broad range of marketing activities. For the arena operator, the selling of the naming right generates an additional source of income. In this context, our own research was undertaken to compare the naming right activities and contracted revenues in Germany, Europe and USA on the basis of selected examples of stadiums. Further, it shows the options of naming rights and discusses the main communicative functions to a sponsor and the branding possibilities.

Cite

CITATION STYLE

APA

Bezold, T. (2013). Naming rights for sports stadiums: Sponsor versus club-who makes the proper brand? In Branded Spaces: Experience Enactments and Entanglements (pp. 121–131). Springer Fachmedien. https://doi.org/10.1007/978-3-658-01561-9_8

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free