![]() ![]() Corporate sponsor naming rights did not take off until the 1960s and 1970s since stadiums were still mostly named after a person or a team. The early and middle twentieth century brought about the earliest forms of corporate sponsors with companies bearing the famous name of their owners, such as Wrigley (Wrigley chewing gum) in Chicago, Illinois, and Busch (Anheuser-Busch brewery) in St. ![]() The article will then examine college naming rights in significant detail, which will include an overview of naming rights through philanthropic donations and corporate-sponsored naming rights, a summary of sample corporate naming rights agreements, some drawbacks of corporate naming rights, and an assessment of the impact of college naming rights today and into the future.Ī stadium naming rights deal is “‘a transaction in which money or consideration changes hands in order to secure the right to name a sports facility.’” Stadium naming rights in the United States date back to 1912 with the Boston Red Sox naming their new ballpark “Fenway Park” after the city of Boston’s Fenway section. Next, the article will briefly discuss naming rights in professional sports. First, the article will define naming rights and explain the benefits that are exchanged by the parties in a naming rights transaction. ![]() ![]() The purpose of this article is to shed some light on the relatively new phenomenon of corporate naming rights for college athletic facilities. However, college athletic departments have opened towards partnering with corporate entities on stadium naming rights agreements to generate additional revenue instead of exclusively donors. Traditionally, wealthy donors have generously funded collegiate stadiums in whole or in part in exchange for the facility to be named after them. Some college athletic departments “are making more money than ever before, thanks to skyrocketing television contracts, endorsement and licensing deals, and big-spending donors.” Additionally, college athletic departments look to increase revenues by entering into lucrative stadium naming rights agreements. “College athletics all business now.” Every day, college athletics appears to be transitioning away from their amateurism model and not-for-profit status into a business that is concerned about generating as much revenue as possible and increasing their bottom line. ![]()
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