scholarly journals A EXPLORAÇÃO ECONÔMICA DE BENS PÚBLICOS POR MEIO DA CESSÃO ONEROSA DE NAMING RIGHTS

2020 ◽  
Vol 17 (2) ◽  
pp. 125-141
Author(s):  
André Dias Fernandes ◽  
Letícia Queiroz Nascimento
Keyword(s):  
Naming Rights

O presente artigo analisa a possibilidade jurídica de exploração econômica de bens públicos mediante cessão onerosa do direito de denominação. Para tanto, a metodologia utilizada foi qualitativa e teórica, com emprego dos métodos indutivo e comparativo, uma vez que foram analisados casos concretos de cessão onerosa de naming rights de bens públicos, especialmente da experiência estrangeira. No primeiro tópico, analisa-se a forma de gerenciamento de bens públicos em um novo contexto da Administração Pública, considerando o princípio da eficiência e a funcionalidade dos bens públicos. Posteriormente, contextualiza-se a questão da comercialização dos naming rights para fins publicitários. No terceiro tópico, reflete-se acerca da viabilidade de utilização da cessão onerosa de naming rights como forma de exploração de bens públicos, observando a sua compatibilidade com as normas do direito brasileiro. Conclui-se, por fim, ser possível a aplicação dos naming rights como meio de exploração econômica de bens públicos no Brasil, em que pese a inexistência de autorização legislativa expressa para sua realização, desde que observados alguns limites e parâmetros.

Naming Rights

2020 ◽  
pp. 161-182
Author(s):  
Penelope Jackson
Keyword(s):  
Naming Rights

US stadium deal shows importance of sports branding

2021 ◽  
Keyword(s):  
Los Angeles ◽  
Naming Rights ◽  
Sports Branding

Crypto.com this month paid USD700mn in a 20-year deal for the naming rights to the main basketball arena in Los Angeles

Attitudes Toward Rival Teams' Naming-Rights Sponsors

2019 ◽  
pp. 182-204 ◽  
Author(s):  
Terry Eddy ◽  
Lamar Reams ◽  
Brendan Dwyer
Keyword(s):  
Exploratory Study ◽  
Behavioral Intentions ◽  
Negative Transfer ◽  
College Football ◽  
Team Identification ◽  
Transfer Effects ◽  
Naming Rights

The purpose of the chapter is to present an exploratory study examining the effects of rivalry on attitudes toward naming-rights sponsors in college football. Although research on the effects of partnerships with rival teams on fans' reactions and/or perceptions of the brand has been appearing for over a decade, the volume of work is still quite limited. From the research that does exist, findings tend to be fairly consistent in that negative transfer effects on sponsoring brands have been found to exist among rival fans. The current study investigated the effects of team identification and perceived strength of rivalry on sponsor image and behavioral intentions of individuals for whom the team with the naming-rights partnership is not their favorite.

The Business of Sports in the Gulf Cooperation Council Member States

2019 ◽  
pp. 183-204 ◽  
Author(s):  
Simon Chadwick
Keyword(s):  
United Arab Emirates ◽  
Oil And Gas ◽  
Gulf Cooperation Council ◽  
Member States ◽  
Central Focus ◽  
Sports Events ◽  
Football Clubs ◽  
Sport Industry ◽  
Naming Rights ◽  
Mega Sports Events

This chapter presents an overview of sports business in the six Gulf Cooperation Council (GCC) states. GCC member states stage mega-sports events and invest in global sports through the acquisition of football clubs, for example. Shirt sponsorship and stadium naming rights deals of the region’s national airlines aim to create favorable perceptions of the companies and their nations as well as to diversify economies beyond oil and gas. This chapter also provides a statistical profile of sport in each GCC member state and shows that Bahrain, Kuwait, and Oman are lagging far behind Saudi Arabia, the United Arab Emirates, and Qatar in terms of sport industry size. Fluctuating oil prices, political tensions between GCC states, and weak attendance at games are serious threats to the future growth of the sport industry. Our conclusion is that the private sector needs to develop extensively in order to replace the state as the industry’s central focus.

Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements

2020 ◽  
Vol 21 (3) ◽  
pp. 467-486 ◽  
Author(s):  
Jonathan A. Jensen ◽  
David Head ◽  
Christopher Mergy
Keyword(s):  
Decision Making ◽  
Schema Theory ◽  
Agency Conflicts ◽  
Data Set ◽  
Content Type ◽  
Naming Rights ◽  
High Level ◽  
Sport Facilities

PurposeNaming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.Design/methodology/approachUtilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.FindingsResults indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.Originality/valueThese results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.

Increasing brand recall for naming rights sponsorships

2016 ◽  
Vol 6 (4) ◽  
pp. 377-389 ◽  
Author(s):  
Robert J. Donovan ◽  
Julia Anwar-McHenry ◽  
Yolexis Hernandez Aguilera ◽  
Amberlee Nicholas ◽  
Simone Kerrigan
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Brand Name ◽  
Content Type ◽  
Brand Recall ◽  
Intercept Survey ◽  
Promotional Materials ◽  
Naming Rights ◽  
Social Marketing Campaigns ◽  
Practical Implications

Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.

Measuring the effectiveness of facility naming rights sponsorships

2020 ◽  
Vol 110 ◽  
pp. 51-64
Author(s):  
David S. Martin ◽  
Brian L. Bourdeau ◽  
John Stephan
Keyword(s):  
Naming Rights

scholarly journals Arenas, naming rights e apelidos: estratégias discursivas e modelos de cidade na comunicação do Allianz Parque e da Arena Corinthians / Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians

Intexto ◽  
2016 ◽  
pp. 292
Author(s):  
Paolo Demuru
Keyword(s):  
Sao Paulo ◽  
São Paulo ◽  
Discursive Strategies ◽  
Naming Rights

Com base em um diálogo entre a Semiótica discursiva greimasiana e pós-greimasiana e a Semiótica da cultura lotmaniana, como também em abordagens que defendem a complementariedade entre as duas e em confrontos mais pontuais com os estudos sobre a glocalização, o presente artigo propõe uma reflexão sobre os nomes e os processos de nomeação dos dois mais novos estádios de São Paulo: a Arena Corinthians e o Allianz Parque. Três são as questões que nos interessa discutir: as consequências semiótico-comunicacionais implícitas na passagem da denominação de estádio para aquela de arena; a reiteração, na cidade, da tendência mercadológica internacional que prevê a venda dos assim chamados naming rights dos estádios para empresas privadas; e a resistência implícita contra tal tendência manifestada por meio da celebração midiática do apelido Itaquerão – razão pela qual, segundo sua diretoria, o clube não teria ainda conseguido vender os direitos de nomeação da Arena. 

scholarly journals DIREITOS DE NOME: UMA ALTERNATIVA DE ARRECADAÇÃO?

2015 ◽  
Vol 1 (1) ◽  
Author(s):  
Igor De Lucena Mascarenhas ◽  
Rodrigo Lucas Carneiro Santos
Keyword(s):  
Ambush Marketing ◽  
Naming Rights

A sociedade está em constante evolução e o mercado tende a acompanhar tal mudança. Em um período em que há uma flagrante dificuldade de autofinanciamento das empresas, os naming rights surgem como uma alternativa para captação de recursos. Ocorre que essa alternativa de arrecadação precisa da atuação da mídia, que deve comunicar os nomes tais como forem comercializados. Todavia, as redes de comunicação afirmam que os naming rights representam uma medida de ambush marketing, que minimiza a arrecadação publicitária da própria mídia. Esta é a razão pela qual estes se recusam a citar o nome das empresas que adquirem os direitos de nome. Esse conflito entre o direito ao nome e a liberdade de mídia tem causado intenso debate no âmbito comercial, pois o valor investido não encontra contrapartida. O presente trabalho, através de uma análise bibliográfica, pretende apresentar os naming rights em seus aspectos civis-constitucionais, com uma análise que usará de exemplos para explicar a temática.

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