Institutional Scholarship

What Drives the Price of Naming Rights? Quantifying the Relationship Between Naming Rights Prices and the Factors that Drive Them

Show simple item record

dc.contributor.advisor Ball, Richard J.
dc.contributor.author Reeves, Kylie Elaine
dc.date.accessioned 2014-08-07T13:04:22Z
dc.date.available 2014-08-07T13:04:22Z
dc.date.issued 2014
dc.identifier.uri http://hdl.handle.net/10066/14554
dc.description.abstract This thesis examines the relationship between the prices of naming rights and the factors that drive them. Corporations engage in naming rights deals in order to increase revenue and exposure for their brand. Naming rights deals are a very lucrative type of sports sponsorship and can reach to the tens of millions annually, largely due to the unparalleled amount of exposure seen by the corporation. Past research has suggested that the prices of naming rights are positively driven by the potential target size of the audience, the building of a new facility, and that there has been a long-term price inflation of naming rights fees up until 2002. Using OLS regression, this thesis examines the effect that different facility characteristics have on both total fee and annual fee. One hundred sports facilities from Major League Baseball, the National Hockey League, the National Football League, the National Basketball Association, Minor League Baseball, Major League Soccer, and Division I College were observed. The findings in this thesis suggest that that total attendance has a positive and significant effect on both total and annual fees, facilities home to Major League Baseball, National Basketball Association, National Football League, and National Hockey League teams have higher premiums than Major League Soccer, Minor League Baseball, and collegiate facilities, and annual long-term price inflation has decreased since 2002.
dc.description.sponsorship Haverford College. Department of Economics
dc.language.iso eng
dc.rights.uri http://creativecommons.org/licenses/by-nc/3.0/us/
dc.subject.lcsh Sports facilities -- United States -- Names
dc.subject.lcsh Sports facilities -- United States -- Economic aspects
dc.subject.lcsh Business names -- United States -- Economic aspects
dc.subject.lcsh Institutional advertising -- United States
dc.title What Drives the Price of Naming Rights? Quantifying the Relationship Between Naming Rights Prices and the Factors that Drive Them
dc.type Thesis
dc.rights.access Open Access


Files in this item

This item appears in the following Collection(s)

Show simple item record

http://creativecommons.org/licenses/by-nc/3.0/us/ Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc/3.0/us/

Search


Browse

My Account