Comment 56058

By Andrea (registered) | Posted January 12, 2011 at 16:12:13

Again with the 'naming rights'. Physical visibility has little to do with the value of said rights. Put a bilboard up on a highway, it's cheaper. The value is in the use of the name by the media and in pop culture.

'Naming rights value is principally related to variables reflecting the size of potential target audiences including the economic size of the host city, the facility’s capacity, the league status of the resident teams, and the diversity of the facility usage. It is also found that sponsors are prepared to pay a significant premium for virgin sites with no previous name associations.' http://ideas.repec.org/a/jsf/intjsf/v2y2...

Here is some more light reading: http://cba.unomaha.edu/faculty/mohara/we...

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