Stadia Naming Rights in Sport

1. Auflage 2024
ISBN: 978-0-367-63010-2
Verlag: Routledge

Buch, Englisch, 88 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 126 g

Reihe: Sport Business Insights

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.

The book explains the key principles underpinning naming rights deals and sports sponsorship in non-specialist language for readers with little prior knowledge of the subject. Drawing on examples and case studies of naming rights sponsorships in international markets, across both professional and amateur sport, the book examines key practical issues such as how naming rights differ from other types of sponsorship, why brands should sign a naming rights deal, and how organisations can maximise their return on naming rights sponsorship.

Concise, informative, and practice-focused, this book offers essential insights for all sport management practitioners, for any marketing executives considering sport sponsorship, and for any students or researchers with an interest in sport marketing, sport management, marketing, or events and facilities management.

Zielgruppe

Postgraduate, Professional, and Undergraduate Advanced

Autoren/Hrsg.

Gillooly, Leah

Eddy, Terry

Medway, Dominic

Fachgebiete

• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sportveranstaltungen, Sportmanagement, Teams & Clubs
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen

Inhaltsverzeichnis

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

Über Autor(innen)

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.