Naming Rights Dec 2012 NAMING RIGHTS International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com ISSN 2050-4888 eISSN 2050-4896 Copyright ©2012 by International Marketing Reports Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors. 2 Sponsorship Today methodology Sponsorship Today reports are created through the collection of data from news feeds, web searches, industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches and contacting sponsors, agencies and rights holders. Most sponsorship deals are not reported and, of those that are, the majority do not provide accurate fee or duration data. IMR estimates unreported fee values through comparisons with similar deals, contacts with industry insiders and through its long experience of creating sponsorship analysis reports. There is no guarantee of accuracy of estimates. The sponsorship industry is also known to overstate sponsorship fee values. Such reports are frequently based on the maximum potential value of a deal and might include the total should all incentive clauses (such as sporting success) be met and no morality clauses invoked. In such cases, rights holders rarely achieve their maximum values. IMR also states all in-kind deals as an estimated cash value. Estimated values listed in this report are marked in red, whereas reported values are marked in black. All values throughout this report are given in US dollars. 3 CONTENTS Executive summary .............................................................................................................................. 6 Growth and acceptance of naming rights ............................................................................................ 6 National cultural differences ................................................................................................................ 6 Indoor arenas’ high value .................................................................................................................... 7 Financial services biggest naming rights investor ............................................................................... 7 USA biggest naming rights market ...................................................................................................... 7 Durations vary according to value and market maturity ...................................................................... 7 The future ............................................................................................................................................ 7 Naming rights market overview by country ....................................................................................... 9 United States ................................................................................................................................. 10 United Kingdom ............................................................................................................................. 11 Germany ........................................................................................................................................ 11 Australia ......................................................................................................................................... 11 Japan ............................................................................................................................................. 12 Canada .......................................................................................................................................... 12 South Africa ................................................................................................................................... 12 BRIC nations .................................................................................................................................. 13 Scandinavia ................................................................................................................................... 13 Naming rights duration ....................................................................................................................... 14 Duration by country ........................................................................................................................ 14 Duration by value ........................................................................................................................... 15 Unexpected naming rights changes .............................................................................................. 16 Naming rights spend by national source ......................................................................................... 17 Naming rights market overview by sponsoring industry ............................................................... 19 Financial services .......................................................................................................................... 19 Telecommunications ...................................................................................................................... 20 Airlines ........................................................................................................................................... 21 Automotive ..................................................................................................................................... 21 Energy ............................................................................................................................................ 21 Retail .............................................................................................................................................. 21 Naming rights by company ................................................................................................................ 23 Multiple naming rights deals .......................................................................................................... 23 Naming rights objectives ................................................................................................................ 24 Naming rights market overview by sport ......................................................................................... 25 American Football .......................................................................................................................... 27 Basketball ...................................................................................................................................... 27 Soccer ............................................................................................................................................ 28 Baseball ......................................................................................................................................... 28 Rugby ............................................................................................................................................. 29 Global naming rights sponsorship deals by country ...................................................................... 30 4 Table of charts and tables Table 1. Global sponsorship naming rights analysis by country ............................................................. 9 Chart 1. Naming rights deals by number of deals by country (%) ........................................................ 10 Chart 2. Naming rights deals by overall value of deals by country (%) ................................................ 10 Chart 3. Naming rights deals by average value of deals by country ($m) ............................................ 11 Table 2. Naming rights deals by duration by country (years) ............................................................... 14 Chart 4. Naming rights deals by duration by country ............................................................................ 15 Table 3. The relationship between naming rights value and duration .................................................. 15 Table 4. Change of naming rights due to corporate takeover (USA) .................................................... 16 Table 5. Global sponsorship naming rights by sponsors’ origin ........................................................... 17 Chart 5. Naming rights deals by company headquarters – number of deals ........................................ 17 Chart 6. Naming rights deals by company headquarters – total value of deals ................................... 18 Table 6. Global sponsorship naming rights analysis by industry sector ............................................... 19 Chart 7. Global naming rights by sponsoring industry by number of deals (%) .................................... 19 Chart 8. Global naming rights by sponsoring industry by value of deals (%) ....................................... 20 Chart 9. Global naming rights by sponsoring industry by average deal value ...................................... 20 Table 7. Leading corporate investors in naming rights by annual spend ............................................