Selling Naming Rights? New Study Says These 5 Categories Spend The Most
The biggest investors in naming rights are financial services, followed by telecommunications, airlines, autos and energy companies. That's according to a new report from IMR Sports Marketing and Sponsorship Intelligence's Sponsorship Today. Global naming rights deals are worth $750 million annually according to the study, which says it looked at 548 deals across 32 countries and found that the United States accounted for 58% ($434 million) of the total annual spend on naming rights.
“If you go through the data, you don’t find many big deals from the likes of Visa, McDonald’s, Coca-Cola, Hyundai, MasterCard, Samsung, Adidas and Sony etc,” says Sponsorship Today editor, Simon Rines. “You do see a few of the big global sponsoring brands such as Emirates, Barclays and Ford, but on the whole naming rights deals tend to be local or regional in outlook and clearly fulfil different objectives to deals signed with, for example, big international federations.”
Read the full report here.