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Les enjeux marketing du « 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

Au moment où le maire du Mans doit annoncer que le nouveau stade de la ville portera le nom de l'assureur MMA, il paraît intéressant de s'arrêter sur les principaux enjeux et risques de cette opération de « naming ». S'il s'agit d'une première en France, les exemples sont nombreux à l'étranger. De l'Emirates Stadium (Londres) à l'Allianz Arena (Munich), en passant par le Red Bull Arena (New York) ou encore le Nissan Stadium (Yokohama), on ne compte plus les entreprises qui ont donné leur nom, ou celui d'une de leurs marques, à un stade.

Suggested Citation

  • Eric Delattre, 2007. "Les enjeux marketing du « naming »," Post-Print hal-04121520, HAL.
    • Handle: RePEc:hal:journl:hal-04121520
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