ABSTRACT
Drawing on empirical research findings and a diverse range of examples across different sports, countries, and sponsor product categories, this chapter explores the range of objectives that are commonly pursued through stadia naming rights sponsorship. Using the concept of the buying funnel to structure the discussion, the chapter outlines how naming rights can help sponsor brands to achieve objectives of brand awareness, brand consideration, purchase intention, sales, and brand loyalty. In discussing the role of naming rights at the brand consideration stage, brand image transfer is introduced as a pertinent theoretical framework. Beyond the buying funnel objectives, the chapter examines the impact that naming rights can have on corporate social responsibility objectives and company value. Consistent with the view espoused throughout the book that naming rights deals should not be treated as a one-way relationship, the chapter concludes by examining how naming rights sponsorship can benefit rights holders, sports fans, and local communities.
