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Le « naming » : une forme de parrainage originale

Author

Listed:
  • Eric Delattre

    (RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille)

  • Isabelle Aimé

Abstract

Naming rights or title sponsorship is defined as the privilege of giving the name of a sponsor to an event, a building or a place totally independent of this sponsor, in order to reach marketing promotional objectives. The aim of this paper is to present the main specificities, objectives and limits of this original form of sponsoring. In addition to the naming rights definition, the main contribution concerns the highlight of naming rights critical success factors.

Suggested Citation

  • Eric Delattre & Isabelle Aimé, 2010. "Le « naming » : une forme de parrainage originale," Post-Print hal-04101888, HAL.
    • Handle: RePEc:hal:journl:hal-04101888
    DOI: 10.3917/mav.035.0051
    as

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