global naming rights report 2015 special edition preview

© REPUCOM | GLOBAL NAMING RIGHTS REPORT 2015 | MAY 2015

GLOBAL NAMING RIGHTS

REPORT 2015

SPECIAL EDITION

PREVIEW

Expertise by Repucom

Your contact persons: Andre Haberla | Nils Coch

CONNECTED

SOLUTIONS


» INTRODUCTION 3

» EXECUTIVE SUMMARY 6

» THE NORTH AMERICAN NAMING RIGHTS MARKET 9

» General results across all leagues 10

» Specific results for the five Major Leagues 14 » NFL 14

» NBA 16

» NHL 18

» MLB 20

» MLS 22

» Multi-sport venues 24

» NAMING RIGHTS IN EUROPEAN FOOTBALL 25


» Specific results for selected key markets 31 » Germany 31

» England 33

» Netherlands 35

» JAPAN’S NAMING RIGHTS LANDSCAPE 37


» Specific results for individual leagues 41 » Nippon Professional Baseball 41

» J. League 43

» NAMING RIGHTS IN THE AUSTRALIAN FOOTBALL LEAGUE 45

» ACTIVATION OF NAMING RIGHTS SPONSORSHIPS 49

» TRENDS & DEVELOPMENTS 55

» TERMS & CONDITIONS 63

» CONTACT DETAILS 64

CONTENTS


INTRODUCTION

BACKGROUND OF THE STUDY

» The Global Naming Rights Report 2015 sheds light on the use of commercial stadium and

arena names in selected global key markets. It delivers data, facts and expertise on the

sponsorship tool of naming rights.

» Apart from European football, which was the core field of analysis in the previous editions of

Repucom’s Naming Rights Report, this time Repucom focused on the most popular sports

leagues in the top naming rights markets by volume worldwide.

» Thus, the US Major Leagues, Japan’s professional baseball and football leagues and the

Australian Football League are subject of the analysis for the first time.

» In total, the following sports leagues have been analyzed:

» North America: NFL, NBA, NHL, MLB and MLS

» Europe: first and second divisions of the 54 UEFA member associations as well as

national team stadiums

» Japan: J. League Division 1, J. League Division 2 and Nippon Professional Baseball

(NPB)

» Australia: Australian Football League (AFL)

» All these markets have been the subject of investigation. Comprehensive data has been

gathered and prepared to form an in-depth analysis of prices paid in each relevant market

observing market specifics, developments and trends.

» As this is the first time Repucom has conducted a global naming rights market analysis, the

relevant markets are also compared using a qualitative approach. Thus, insights of Repucom’s

global network of sponsorship experts are included throughout the report to point out the

specifics, similarities and differences of the investigated markets.


SPECIFIC RESULTS FOR INDIVIDUAL LEAGUES ANALYSIS OF NAMING RIGHTS LANDSCAPE

2012 2013 2014 2015

2011-12 & 2012 2012-13 & 2013 2013-14 & 2014 2014-15 & 2015

Total volume per league

CAGR:

10.1%

Total expenditure of the top 5

industry sectors

Telecommunicationservice provider

Non-alcoholicbeverages

Automobile

Banking / Financialservices

Retail

2012

2015

Development of revenue from naming rights sponsorship deals

from 2012 to 2015

Percentage of venues with

commercial naming rights 2015

Average revenue per team

Notes: Only single-sport venues; figures in million US$ p.a.; compound annual growth rate across the relevant seasons

Notes: Only single-sport venues; figures in million US$ p.a. Notes: Single-sport and multi-sport venues

All single-sport venues

Average of all leagues

75% NAMING

RIGHTS


SPECIFIC RESULTS FOR INDIVIDUAL LEAGUES ANALYSIS OF NAMING RIGHTS LANDSCAPE

Involvement of local companies in

naming rights sponsorships 2015

The most valuable naming rights deals 2015

SPECIAL EDITION

VENUE NAME TEAM ANNUAL SPONSORSHIP FEE

Stadium A Team A

Stadium B Team B

Stadium C Team C

Stadium D Team D

Stadium E Team E

Stadium F Team F

Stadium G Team G

Stadium H Team H

Stadium I Team I

Stadium J Team J

Notes: Single-sport and multi-sport venues; global and national headquarters

within a 100 km radius from venue

Notes: Annual sponsorship fees are partly estimated; single-sport venues only

13% LOCAL

SPONSORSHIP

Pricing of naming rights

sponsorship deals 2015

Notes: Only single-sport venues; * excl. Canada, inhabitants of the

Metropolitan Statistical Areas (2013 estimates); ** excl. Canada

Price per

seat

Price per 1,000

TV homes** Price per 1,000

inhabitants*


SOLUTION

» Therefore stadiums and arenas are upgrading with high-tech internet infrastructure worldwide.

Especially in the American Major Leagues many sport facilities are equipped with technology

such as Wi-Fi or other mobile connectivity solutions. But it is not just the internet connectivity,

rather than the whole fan experience that is about to change with the implementation of

interactive apps featuring exclusive services.

» More and more telecommunication service

providers use naming rights partnerships

with venues to equip them with their mobile

connection solutions as a technology

showcase.

NAMING RIGHTS SPONSORSHIP TRENDS AND DEVELOPMENTS CONNECTED STADIUM

“Telecommunication and technology companies use

naming rights agreements to showcase their

technological advantages. Technology showcase, or

no business case.”

Michael Lynch, Head of North American Consulting at

Repucom

CHALLENGE

» As the basic requirement for mobile connectivity increases almost daily, fans want to be

online at any time to share their experiences, emotions and opinions via Social Media. This

especially applies for such emotional surroundings like sporting venues at which the fan is

very close to the action.

» However, most of the stadiums worldwide have previously been incredibly poor for phone

signal and online connectivity due to network overloads.

EXAMPLES

» AT&T activates its AT&T Stadium partnership with a mobile app featuring all necessary

event and venue information enhancing the fan experience at the stadium.

» Avaya, naming rights sponsor of San Jose Earthquakes’ recently-opened MLS venue,

created a mobile app featuring an interactive stadium map, instant ticket access, a travel

planner and social media integration.

» In August 2013, Vodafone agreed on a naming rights deal with renowned Turkish football

club Besiktas JK before the construction of the club’s new stadium, now called Vodafone

Arena, began. As part of the sponsorship deal, Vodafone will install high-tech Wi-Fi, which

guarantees fast internet access inside the stadium, and develop a stadium app.


TERMS & CONDITIONS

TERMS AND CONDITIONS OF USE

Please note that this report is subject to copyright agreements. All rights are reserved by

Repucom.

No part of this report may be reproduced, processed or further distributed in any fashion

whatsoever without the author’s prior written consent. In this case Repucom.

As a condition of publication of any contents of this study, as above, written consent must be

given by Repucom.

Please note that the images and logos in this report are intended for internal use only.

Whilst proper due care and diligence has been taken in the preparation of this document,

Repucom cannot guarantee the accuracy of the information contained and does not accept any

liability for any loss or damage caused as a result of using information or recommendations

contained within this document.

Apart from that our General Terms and Conditions, status as of August 2014 shall apply.

Available at http://repucom.net/general-terms/

http://repucom.net/general-terms/




CONTACT DETAILS

Phone +49 (0)221 43 073 784

Email [email protected]

ANDRE HABERLA

Head of Market Intelligence

Phone +49 (0)221 43 073 766

Email [email protected]

NILS COCH

Manager Client Services Market Intelligence

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