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Les assureurs aiment le naming

Author

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  • Eric Delattre

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

Abstract

De l'Allianz Arena (Munich) à l'Aviva Stadium (Dublin) en passant par le Signal Iduna Park (Dortmund), le Generali Arena (Vienne) ou encore l'AAMI Park (Melbourne), les exemples de stades parrainés par des compagnies d'assurance ne manquent pas. Cette pratique consistant à acquérir le droit de donner son nom à un équipement ou un lieu est connue sous le terme de naming.

Suggested Citation

  • Eric Delattre, 2015. "Les assureurs aiment le naming," Post-Print hal-04121506, HAL.
    • Handle: RePEc:hal:journl:hal-04121506
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