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Long-term naming rights agreements with sports arenas and stadiums present little downside for large organizations because customers can differentiate between teams and the sponsors. Research by Brian L. Bourdeau, associate professor in marketing at 91看片, found that naming rights simply added exposure for the organization and added revenue for the team or stadium ownership.

Bourdeau鈥檚 co-authored paper, 鈥淢easuring the Effectiveness of Facility Naming Rights Sponsorship,鈥�  polled hundreds of baseball fans at two major league stadiums in 2016 and found that an organization鈥檚 sponsorship/affiliation with a sports franchise does not overshadow the experience the firm delivers to its customers. The paper was published in the Journal of Business Research.

鈥淎s long as the sponsor brand is providing quality, satisfaction and value, they鈥檙e basically doing fine,鈥� said Bourdeau, who collaborated with David Martin, associate professor in Auburn鈥檚  College of Human Sciences. 鈥淭he main implication is that there鈥檚 not a lot of inherent risk for sponsors since the customers of the product differentiate between the teams and the sponsor.

鈥淭he customer鈥檚 perception of the team鈥檚 financial status has an impact on their attitudes toward the sponsor. The customers look at it as, 鈥極K, we鈥檙e getting this money in here for the naming rights and that鈥檚 helping the team鈥檚 financial status.鈥欌�欌�� 

Fans were asked about game day service quality, service quality valence, perception of team鈥檚 financial status, previous experience with the sponsor, brand awareness and image, brand identity, behavioral intentions and perceived fit. 

鈥淎ll of those positively influence the attitude towards the sponsor, and the attitude in turn increased brand awareness, image, and intentions to purchase,鈥� Bourdeau said. 鈥淭hen the customers proceed to stick to that brand. This should put potential sponsors more at ease going into one of these agreements.鈥�

Bourdeau said the average naming rights agreement among Major League Baseball venues is 鈥渁bout 13 and a half years鈥� with sponsors spending nearly $900 million on naming rights in 2017.