Ballpark figures: assessing brand value and the benefits of stadium naming rights

Ballpark figures: assessing brand value and the benefits of stadium naming rights

The rising cost of stadi um naming rights deals is bucking the economic trend, but the brand considerations are being more closely scrutinised. With a greater emphasis being placed on brand valuation methodologies to identify the true benefits of such deals, the considerations also provide useful pointers for other types of sponsorship deal

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