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Naming Rights - still a valuable commodity

In recent months the conversation around naming rights partnerships has elevated, & often includes quite a bit of confusion about the purpose, opportunity & value.

Naming rights are more than slapping a brand's name on a building or venue. It's a strategic partnership that intertwines businesses with the very fabric of iconic landmarks, sports arenas, &/or cultural hubs.

The impact on a brand's visibility & recognition cannot be underestimated. It's a powerful opportunity to establish a lasting impression in the minds of customers. Whether it's a sports stadium, a concert hall, a transit hub or a retail/leisure complex, the association with a location elevates the brand's presence, generating invaluable exposure. Naming rights build emotional connections, by aligning with a location or institution, brands tap into people's emotions and values. This connection translates into genuine customer loyalty, advocacy, & positive sentiment, creating a legacy, a moment in history.

These executions can also be an investment in the community. By supporting local landmarks & institutions, brands demonstrate their commitment to a given city or the regions they serve, further strengthening a brand reputation & sense of trust among consumers

The world of naming rights is evolving, with innovative partnerships driving groundbreaking initiatives. Brands now collaborate with organizations that share their values and missions, amplifying the impact of both parties. Such partnerships are not just about branding; they become catalysts for positive change.

However, it's crucial to strike the right balance. Authenticity and relevance are key. Brands must align with venues that complement & marry with their identity & values. A meaningful connection ensures long-term success & genuine resonance with the audience.

When done well, naming rights executions are integral to progressive branding strategies, offering a gateway to unparalleled brand exposure, emotional connections, & community engagement, with potential for all brands/businesses, not just global brands.

Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation & brokering commercial partnerships.

Tokyo 2020 Olympic/Paralympic Games, the opportunities for all brands

In 12 months to this very day, the Tokyo 2020 Olympic Games is over and the teams will be getting ready for the closing ceremony, thereafter final preparations for the opening ceremony of the Paralympics, 16 days later, will be locked in.

The Olympic/Paralympic Games creates global excitement, with each country getting behind their teams with unprecedented passion and devotion, captivated by athletics who have dedicated their lives to that one moment.

55 different sports make up Games, from individual events to team sports, motivating the masses to get involved. As we know, there is always an uplift in sport take up around the Games, whether more cycling, more running, more tennis.... the list is endless. For some, this is a short term enjoyment but for many, this becomes a lifetime passion and one that brands should capitalise on.

Tokyo 2020 Worldwide sponsors are in the midst of putting the final touches on their Olympic/Paralympic marketing ambitions. However, all brands can leverage the Games euphoria, creating lifetime loyalty’s and be forever associated with great experiences, when executed in the right, most authentic and meaningful way.
Creating a partnership that compliments, shares values, goals, and investment for the longer term, can be an extremely advantageous approach.

Structuring an agreement, whether, for example, brand to brand or brand to platform/channel takes time, resource and persistence, but certainly worth the return when done well, delivering brand ubiquity to a relevant, engaged audience.

All collaborations need to start with the customer experience and value delivery at its heart and shaped from there, utilising brand assets with the opportunity to build something unique.

Fully integrated brand partnerships should never be overlooked as the rewards are worth the effort, and lifetime customers are the greatest asset you can have.....