It’s that time of year, sports fans — the Super Bowl is almost here! If this Zinzin namer loves anything as much as naming, it’s sports. And on any given Sunday, the two align in glorious strategic formation.
The game plan here is to explore the topic of naming rights. Not so much the right to bear names, but the way corporations purchase the right to name a facility, object, location, program, or event, typically for a defined period of time. When it comes to the Super Bowl, to own naming rights is like a brand building blitz. But is it a practice that can last with price tags up to $700 million?