Branded Spaces pp 121-131 | Cite as

Naming Rights for Sports Stadiums: Sponsor versus Club – Who Makes the Proper Brand?

  • Thomas Bezold
Part of the Management – Culture – Interpretation book series (MCI)


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.


Sport Facility Sales Promotion Advertising Effectiveness American Airline Arena Operator 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Reinhold Würth UniversityKarlsruheGermany

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