Sponsorships that cross borders and spaces: naming rights – A Question of Branding
Posted: Thu Dec 05, 2024 10:26 am
If there is something that has been working for companies to position their brand in the minds of consumers, it has been sponsorships at major national or international events.
Of course, the Americans have almost always been pioneers in this field and have gone one step further since, in 2002, one of the most renowned events worldwide took place in a theatre named after an important brand related to image. This is what is known as naming rights , where large companies directly link their brand with a commitment to culture, art or well-regarded activities and at the same time achieve greater loyalty and commitment from potential consumers.
Today we are talking about the importance of innovating and bringing your brand to a global showcase, as Kodak did in 2002 at the theatre where the Oscars were held annually.
Little is known about the amount of this sponsorship, although some daring people have estimated it at around 4 million dollars a year. Is a sponsorship of this nature profitable? If we azerbaijan email list speak in terms of noise and brand positioning, it is undoubtedly so. Not only because of the broadcasts in practically all the languages of the world but also because of the weeks before and after and the possibility that the most famous faces have been silent ambassadors of the brand.
Since the company went bankrupt, there was speculation that the awards would also be presented in the heart of Los Angeles, at the Nokia Theatre (here we see the scope and relevance of being able to name entertainment venues under the acronym of a multinational), however, finally Dolby Laboratories managed to secure a 20-year contract to host the more than famous and renowned red carpet.
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Starting from this base and exporting the idea, we only have to take a look at what has been happening in recent years in Spain within this discipline or Marketing tool .
The Spanish capital is already home to many theatres that have copied the American style. In fact, you only need to walk down the legendary Gran Via to see the Compac, and you won't have to go far to find the Hägen-Dazs Theatre or the Movistar Theatre.
The local councils, seeing the possibilities, also made some historic metro stations available to sponsors, as was the case of the controversial contract signed by the Madrid City Council with Vodafone to name the Sol Station after the telecommunications company for three years, something that will bring in just over three million euros to the municipal coffers. But this also happens in other European capitals, such as London, where one of the lines that crossed the Thames became sponsored by a major airline such as Emirates.
Of course, the Americans have almost always been pioneers in this field and have gone one step further since, in 2002, one of the most renowned events worldwide took place in a theatre named after an important brand related to image. This is what is known as naming rights , where large companies directly link their brand with a commitment to culture, art or well-regarded activities and at the same time achieve greater loyalty and commitment from potential consumers.
Today we are talking about the importance of innovating and bringing your brand to a global showcase, as Kodak did in 2002 at the theatre where the Oscars were held annually.
Little is known about the amount of this sponsorship, although some daring people have estimated it at around 4 million dollars a year. Is a sponsorship of this nature profitable? If we azerbaijan email list speak in terms of noise and brand positioning, it is undoubtedly so. Not only because of the broadcasts in practically all the languages of the world but also because of the weeks before and after and the possibility that the most famous faces have been silent ambassadors of the brand.
Since the company went bankrupt, there was speculation that the awards would also be presented in the heart of Los Angeles, at the Nokia Theatre (here we see the scope and relevance of being able to name entertainment venues under the acronym of a multinational), however, finally Dolby Laboratories managed to secure a 20-year contract to host the more than famous and renowned red carpet.
You may also be interested in: Agri-food marketing forum 2009 - New strategies
Starting from this base and exporting the idea, we only have to take a look at what has been happening in recent years in Spain within this discipline or Marketing tool .
The Spanish capital is already home to many theatres that have copied the American style. In fact, you only need to walk down the legendary Gran Via to see the Compac, and you won't have to go far to find the Hägen-Dazs Theatre or the Movistar Theatre.
The local councils, seeing the possibilities, also made some historic metro stations available to sponsors, as was the case of the controversial contract signed by the Madrid City Council with Vodafone to name the Sol Station after the telecommunications company for three years, something that will bring in just over three million euros to the municipal coffers. But this also happens in other European capitals, such as London, where one of the lines that crossed the Thames became sponsored by a major airline such as Emirates.