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Consumers' Perceptions of NFL Stadium Naming Rights

Perry Haan (Assistant Professor of Marketing, Tiffin University, 155 Miami Street, Tiffin, OH 44883)
Matt Shank (Chair, Department of Management and Marketing, Northern Kentucky University, Nunn Drive Highland Heights, KY 41099)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 March 2004


This study assesses consumer awareness of National Football League (NFL) stadium names and examines consumers' familiarity with sponsoring companies' industries and products. It explores whether consumers are more likely to purchase from a company or switch to products offered by a company that has paid to put its name on an NFL stadium. It attempts to understand consumers' overall perceptions of companies that put their names on stadiums. The results show that the naming of an NFL stadium has a minimal effect on consumers' perceptions towards the companies that buy naming rights or the likelihood of buying products from these companies.


Haan, P. and Shank, M. (2004), "Consumers' Perceptions of NFL Stadium Naming Rights", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 4, pp. 25-37.



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