August 2011
Intermediate to advanced
500 pages
17h 16m
English
Content preview from Sports Finance and Management
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196 ◾ Sports Finance and Management
be secured. When that happens, focusing on other naming right opportunities
(entrances, concourses, etc.) can be far more protable. e Rose Bowl (stadium)
remains with its historical name, but the game itself is now referred to as “e Rose
Bowl Presented by” with a corporate sponsor’s name inserted. is began in 1999
when AT&T became the game’s initial sponsor. In recent years, Citi Financial
(CitiBank) was a sponsor. For 2011, Vizio axed its name to the game, while the
facility remains “e Rose Bowl” (see Figure6.2)” e value of naming rights to
teams is illustrated in Table6.3.
A typical naming
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