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Essay / Research Paper Abstract
This 5 page paper is a literature review of how corporate branding has affected stadium development. This paper exposes the extent to which this has become a significant influence and the impact it has had. Bibliography lists 10 sources.
Page Count:
5 pages (~225 words per page)
File: D0_GSStadiu.rtf
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Unformatted sample text from the term paper:
stakes. Corporations have been willing to extend huge financial investments in order to secure such branding, which in turn has resulted in ramifications on the stadium itself, ranging from
planning to finance and more. Therefore, this research seeks to determine the extent to which such naming/branding practices benefit their communities and whether or not those benefits can be
sustained in the long-term. Review of Literature The naming of stadiums has become big business in itself. In fact, among sports fans
and business people alike, it is often becoming the focus of spectator attention. Corporate branding is becoming big business because of money. Money is what makes advertisers and
corporate types alike help to fuel the flames on this new method of corporate advertisement. "The return for the corporate sponsor comes in the form of brand association and
unlimited free media coverage around events held in the stadium" (McMahon, 2002). For example, Fed Ex Field in Washington, D.C. will pay $205 million over the coming 27 years
for the right of that location to bear its name, its "brand" (The Sport of Naming, 2004). Naming rights is often
part of an overall branding strategy on the part of big corporations. Typically, the contracts are for long-term agreements which is beneficial to both the stadium and the corporation
- both of whom want to make sure that longevity is on their side. According to Hashempour (2001), all kinds of companies are becoming aware of the advantages of
paying for such endorsements, including even traditional stand-bys such as utility companies. This then illustrates the extent to which branding and naming have penetrated the economic market. Corporations
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