Naming rights

High school (ages 12+)
People & Society

Name:

Date:

Step 1 · Read the article

Open the article and read it at the level above. Then answer the questions below in your own words.

https://smallwhale.org/articles/naming-rights

Write what each word means, using the article.

Do not copy the article. Write two things you learned, the way you would explain them to a friend.

Answers below are taken from the article’s stored facts, so they match what the student read.

1. What is the record naming rights deal value?US$700 million for a 20-year term at Crypto.com Arena, Los Angeles
2. What is the strategic marketing objective?To achieve unparalleled brand exposure, recognition, and positive association through venue identity
3. Why do companies want naming rights?Companies want naming rights because the venue becomes a constant billboard that helps people remember the brand and shows the company as part of the community.
4. How much can a naming rights deal be worth?Some deals are very big; for example, Crypto.com bought naming rights to a Los Angeles arena for about $700 million over 20 years.

Corporate Sponsorship: Financial support provided by a company to an event, activity, or organization in return for publicity.
Brand Equity: The commercial value derived from consumer perception of the brand name of a particular product or service.
Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments.