Sponsorship returns: the value of naming rights

Abstract

Sponsorship is an important communication tool yet evidence of its effectiveness is often sketchy as many sponsors fail to conduct rigorous evaluation programmes. Suggests that this study of a major Australian sporting event over three years, that certain conditions, such as naming rights, may assist sponsors in securing some return from their investments, but also cautions them against unrealistic expectations.

Citation

Quester, P. (1997), "Sponsorship returns: the value of naming rights", Corporate Communications: An International Journal, Vol. 2 No. 3, pp. 101-108. https://doi.org/10.1108/eb046540