Fans’ monetary evaluation of traditional and sponsored stadium names in the German Bundesliga

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Research Question: Venue naming rights are an increasingly popular asset for sponsors of professional sport clubs, however, previous research suggests that fans can perceive naming right deals unfavorably. This study investigates fan resistance towards naming rights and examines the monetary value that fans place on unsponsored, traditional stadium names.

Research Methods: Using the contingent valuation method (CVM), data were collected through a questionnaire completed by 673 fans of two German Bundesliga clubs.

Results and Findings: The analysis reveals that fans exhibit a considerable willingness to pay (WTP) for fan bonds aimed at preserving or returning to an unsponsored name. Regression analysis identifies a number of factors determining both fans’ likelihood to state a positive WTP as well as its magnitude.

Implications: Managers need to consider fans’ preferences and a potential resistance towards naming right partners. Effective communication strategies could decrease resistance so that companies see a higher return on sponsorship investments and clubs can optimize their sponsorship income.
Original languageEnglish
JournalEuropean Sport Management Quarterly
Number of pages20
ISSN1618-4742
DOIs
Publication statusE-pub ahead of print - 21.10.2020

ID: 5474879

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