Stadia Naming Rights in Sport

This book is an accessible, practical and systematic guide to stadium naming rights sponsorship within sport, designed to help practitioners and students gain a better understanding of how naming rights work and the benefits that sport and corporate organisations may get from this kind of arrangement.

Leah Gillooly is Senior Lecturer in Marketing at Manchester Metropolitan University, UK. Her research interests include sports sponsorship, naming rights, branding, sports fan behaviour, and the sports customer experience. Leah regularly comments on sports marketing and sponsorship-related stories in the media. Terry Eddy is Associate Professor of Sport Management at the University of Windsor, Canada. His primary research areas are sport sponsorship and consumer behaviour. Dominic Medway is Professor of Marketing in the Institute of Place Management at Manchester Metropolitan University, UK. His research is primarily focused on the complex interactions between places, spaces, and those who manage and consume them, reflecting his academic training as a geographer.

1. Introducing Naming Rights Sponsorship, 2. Why Do Brands Buy Naming Rights?, 3. Activating Naming Rights Sponsorships, 4. Fan Reactions to Naming Rights Sponsorship, 5. Selecting a Naming Rights Partner, 6. The Future of Naming Rights Sponsorship in Sport