[This translation has been generated automatically]

Stadiums, teams, competitions: sports naming rights have now taken hold across all five continents. Far from being a simple form of sponsorship displayed on a shirt or a billboard, it has become a major strategic lever in the sports business. By associating their name with a venue, a club or a competition, brands embed themselves in the collective memory, shape territories and build powerful narratives. The result of three years of research, this book deciphers the mechanisms, objectives and key success factors of sports naming rights. Why are some long-established brands investing so heavily in this field? How does this lever influence awareness, preference and purchase intention? What are the risks, the resistance factors and the conditions for legitimacy? Beyond marketing, naming rights reveal growing economic and geopolitical stakes. In a world where image is power, associating one’s name with sport becomes a tool of influence and international projection. Supported by analyses, data and global case studies, this book shows why sports naming rights are far more than a trend: they have become a lasting strategic marker at the heart of sports ecosystems and contemporary power dynamics.

“Naming Sportif : Phénomène Marketing et Géopolitique” (in French)

Éditions du Net

376 pages

by François-Xavier Goudemand (EXEC M17)

€27