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.

Naming Rights

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

scholarly journals 'Ambush marketing': ¿anuncios parasitarios o emboscadas publicitarias?

COMeIN ◽  
2013 ◽  
Author(s):  
Silvia Sivera
Keyword(s):  
Ambush Marketing

Entre las prácticas de publicidad alternativa, el controvertido marketing de emboscada (en inglés, ambush marketing) se ha asociado fundamentalmente a la intromisión de marcas en grandes acontecimientos deportivos o culturales, al margen de la oficialidad de patrocinios costosos. Sin embargo, también se empieza a vincular con acciones publicitarias entendidas como auténticos ataques por sorpresa.

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.

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