Stadium sponsorships have become increasingly important in the world of sports in recent years. These changes, thanks also to the increasing visibility and commercialization of the sports world, represent a strategy to generate greater profit for sports clubs and greater visibility for sponsoring companies.
The central aspect of this type of sponsorship is the phenomenon of “naming rights”, which means the right of a company to link its brand name to a stadium.
More and more brands are using this technique, such as Emirates, Allianz and Crypto.com, which have invested large sums to associate their name with sports facilities.
With this marketing ploy, unprecedented exposure is achieved: both during events and through television broadcasts, millions of fans see the name of the company associated with a sporting event, such as a match or a concert.
For example in 2021 the “Staples Centre”, home of the Los Angeles Lakers and Clippers, has been renamed “Crypto.com Arena” in a $700 million naming rights deal, for a period of time of 20 years.
Stadium sponsorships offer tangible benefits for companies. First, return on investment is often measurable through increased brand awareness and consumer interest. Brand presence at high-profile sporting events can increase customer trust and loyalty. Studies show that spectators tend to positively perceive brands associated with emotional events, such as football matches or concerts.
In addition, sponsorships provide brand activation opportunities. Companies can use events to launch promotional campaigns, engage with fans and interact directly with the public.
As is often the case, stadium sponsorships have also faced criticism, despite the financial returns. Fans are often frustrated by the idea of traditional stadium names being changed to sponsor-centric names. Selling naming rights can make club fans feel detached from the team’s traditional values, creating the opposite of the intended goal: more detachment. This growing tension between sporting passion and commercialization is the subject of fierce debate.
Furthermore, clubs need to be aware of the connection they want to create with the brand, as partnerships can have disastrous consequences if the associated brand is involved in scandals of any kind. It is therefore important that clubs choose their collaborations very carefully, not only in economic terms but also in terms of reputation.
In summary, stadium sponsorships are an ever-evolving phenomenon, with significant impacts for both companies and sports organizations. While they offer opportunities for visibility and economic growth, it is essential that these partnerships are managed with care and attention, taking into account the sensibilities of fans and sporting traditions. Only through a balanced approach can we ensure a future in which business and sporting passion can coexist in harmony, creating added value for all parties involved.
Article made by: Paolo Zalum
BOCCONI STUDENTS FOR SPORT MANAGEMENT 
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