In the private sector, a corporation or other entity buys "naming rights", typically gets the "naming rights" for a specific period of time. For properties like a multi-purpose arena, performing arts venue or an athletic field, the term ranges from three [3] to twenty [20] years. Longer terms are more common for higher profile venues such as a professional sports team / multi-purpose arena.

Financial terms are determined at the start of the contract "naming rights" period of time.

The distinctive characteristic for this type of "naming rights" is that the buyer gets a marketing property to promote products and services, promote customer retention and or increase market share.

A nonprofit organization has the option to recognize a major gift from a donor by bestowing "naming rights" to a property in recognition of the financial support.

This is not a financial transaction in the style of private sector shown in section # 1.

Important to distinguish the philanthropic gesture of giving a financial gift or a substantial gift-in-kind, from that of the private sector model of a "naming rights" transaction.

San Diego Offshore International Airport Platform Naming Rights Studies TBNC OPLAT 2011

EMERGING TREND : Supply & Demand for Naming Rights has led to more corporate sponsors approaching and acquiring "naming rights" from a nonprofit organization.

There just are not enough high profile private sector or municipal properties to satisfy the thirst for owning a named property. [see Naming Right: Legacy Gifts & Corporate Money, by Terry Burton - John Wiley & Sons, 2007].




Stadium naming rights in North America may have been traced back to 1912 with the opening of Fenway Park in Boston. The stadium's owner had owned a realty company called "Fenway Realty", so the promotional value of the naming has been considered. Despite this, it is more widely believed to have begun in 1926 when William Wrigley, the chewing gum entrepreneur and owner of the Chicago Cubs, named his team's stadium "Wrigley Field." In 1953, Anheuser-Busch head and St. Louis Cardinals owner August Busch II proposed re-naming Sportsman's Park, occupied by the Cardinals, "Budweiser Stadium". When this idea was rejected by Ford Frick, the Commissioner of Baseball at that time, Anheuser-Busch then proposed the title "Busch Stadium" after one of the company's founders. The name was readily approved, and Anheuser-Busch subsequently released a new product called "Busch Bavarian Beer" [now known as Busch Beer]. The name would later be shifted to the Busch Memorial Stadium in 1966, shortened in the 1970s to "Busch Stadium" and remained the stadium's name until it closed in 2005. By that time, Major League Baseball's policy had changed – with Coors Field in Denver and Miller Park in Milwaukee going up in that span – and Anheuser-Busch (who retained the naming rights after selling the team) was able to use the same name for the Cardinals' new stadium which opened on April 4, 2006.

Another early example is when the New England Patriots of the National Football League sold the rights to name the stadium that they had constructed in Foxborough, Massachusetts in 1970-1971 to the Schaefer brewery.

The public reaction to this practice is mixed. Naming rights sold to new venues have largely been accepted, especially if the buyer has strong local connections to the area, such as the case of Rich Stadium in the Buffalo suburb of Orchard Park, Heinz Field in Pittsburgh, and Coors Field in Denver.

Selling the naming rights to an already-existing venue has been notably less successful, as in the attempt to rename Candlestick Park in Francisco to 3Com Park. The general public [and some media outlets] continued to call the facility what it had been known as for over three decades – Candlestick Park. After the agreement with 3Com expired, the rights were resold to Monster Cable, and the stadium was renamed Monster Park. San Francisco voters had the final say; they passed an initiative in the November 2004 elections that stipulates that the facility's name will revert to Candlestick Park once the current naming rights contract expires in 2008. The initiative is largely ceremonial: it would not apply to a new stadium, which the 49ers are currently planning to build.

Sports stadiums with naming rights deals are not limited to the United States. "Named" stadiums can be found in countries including Australia, Japan, China, Finland, Canada, and Israel. The practice is widening in the United Kingdom; for instance the current stadium of Bolton Wanderers is the Reebok Stadium and Arsenal Football Club's new stadium for the 2006/2007 season is the Emirates Stadium, their previous ground being Arsenal Stadium. In cricket the most famous example is The Oval, home of Surrey County Cricket Club. It has had several sponsors over the years, and is currently known as "The Brit Oval", having originally been known as the "Kennington Oval", the district of London in which it is.

The record for the highest amount paid for naming rights belongs to Citi Field [opened in 2009] and Barclays Center [scheduled to open in 2011], both located in New York City. Each garnered deals of $20 million per year for at least 20 years, totaling $400 million.

The New Meadowlands Stadium, shared home of the New York Giants and New York Jets in East Rutherford, New Jersey was expected to eclipse both deals, with experts estimated it would value $25–30 million annually.


AEG, Farmers Insurance in naming-rights deal for proposed NFL stadium

San Diego International Offshore Airport Naming Rights Program  2011

"The deal, potentially worth $700 million,
would be a significant step toward bringing an NFL team to Los Angeles".

January 31, 2011 | By Sam Farmer

Backers of a plan to build a football stadium in downtown Los Angeles are set to announce Tuesday that they have reached a naming-rights deal worth $700 million, which would be the most valuable such agreement ever and a significant step toward bringing an NFL team to Los Angeles.

San Diego International Offshore Airport Platform Program Naming Rights Studies 2011

AEG, the huge entertainment company that, among other holdings, owns Staples Center and the L.A. Live complex, plans to announce a 30-year agreement with Farmers Insurance. The deal would provide AEG's proposed project a crucial chunk of contractually obligated income, starting at $20 million for the first year and escalating incrementally every year after, according to individuals familiar with the negotiations but not involved in them. The stadium would be named Farmers Field.




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One of San Francisco’s most widely recognized companies, the clothing outfit Levi Strauss & Co., will pay $220 million over the next two decades to put its name on the San Francisco 49ers’ new stadium in Santa Clara.

The naming rights agreement — which will help the Niners pay for their $1.2 billion stadium, scheduled to open for the 2014 season — was announced Wednesday in a statement by team and company execs.

The 68,500-seat venue will be called Levi’s Stadium.

“Levi’s Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit,’’ said Chip Bergh, CEO of Levi Strauss. Bergh called the deal a “chance for us to engage with sports and music fans across the Bay Area and around the world.” Team CEO Jed York noted that 49ers — as in the mining kind — have “worn Levi jeans since the Gold Rush era.’’ He called the company “the perfect partner.’’

 San Francisco Mayor Ed Lee also weighed in, saying, “It is very fitting to see two of the Bay Area’s best-known brands coming together to showcase the best our region has to offer.’’  The announcement comes as the Bay Area Super Bowl Committee formally submits its bid to host the Super Bowl, either in 2016 or 2017, at the new Santa Clara stadium.

The naming rights deal is the last of four major pieces needed to finance the stadium — with luxury boxes, seat licenses and other corporate sponsorships helping to cover the tab.  The selection of an old-line San Francisco apparel brand over a Silicon Valley company is a bit of a surprise, given the emphasis the team has placed on making its new stadium state-of-the-art.

The deal is considerably less than the $330 million that the Niners were hoping to snag from a naming rights deal just a few months back. It’s also well below the $450 million that Met Life paid in 2011 to put its name on the new home of the New York Giants and Jets in New Jersey for 25 years.  On the other hand, Dallas Cowboys owner Jerry Jones, who opened Cowboys Stadium in 2009, is still holding out for bigger moniker money than he’s been offered so far.

And as long as we’re making comparisons, it’s worth noting that the San Francisco Giants are locked into a $50 million, 24-year contract with AT&T for their waterfront ballpark. As for Levi’s, it had been rumored to be interested in the 49ers naming rights deal for a couple of months. As Chronicle business columnist Andrew S. Ross noted in March, the company can probably afford it — having posted $4.6 billion in revenue in 2012.



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San Francisco Chronicle columnists Phillip Matier and Andrew Ross appear Sundays, Mondays and Wednesdays.

Matier can be seen on the KPIX TV morning and evening news. He can also be heard on KCBS radio Monday through Friday at 7:50 a.m. and 5:50 p.m.

Got a tip? Call [415] 777.8815, or e-mail





San Diego Offshore International Airport Platform Naming Rights Studies 2011

San Diego Offshore International Airport Platform Naming Rights Studies 2009-2011 TBNC OPLAT


San Diego Offshore International Airport Media management & NCT Credits Program 2011
ISSUE 02.09.10

The 11-story building rising from a hilltop overlooking the crossroads of Highway 78 and Interstate 15 is now called Palomar Medical Center West ---- but $300 million could change that name very quickly.

The Palomar Hospital Foundation is working on a massive fundraising campaign, billed on its Web site as the biggest ever for the public hospital, to help pay for a structure that is estimated to cost more than $900 million.

Though the campaign's main goal is to raise at least $55 million to help build the new hospital, foundation President Terence Green said this week that any extra funds would help pay for other parts of Palomar Pomerado's master plan, which calls for a new medical tower at Pomerado Hospital in Poway and for a range of other upgrades and satellite clinics.

As is often the case for hospitals, naming rights are a big part of the recent strategy for raising cash. A list of potential naming "opportunities" listed on the hospital foundation's Web site would make any NASCAR team owner proud. For $10,000, you can sponsor a nurses station; for $250,000, an operating room; for $5 million, the main lobby; for $50 million, the hospital's west wing; and for $300 million, the entire structure.



San Diego International Offshore Airport Platform Naming Rights.Study 2011.USA





Naming rights for sale at downtown library

By Craig Gustafson, UNION-TRIBUNE
Wednesday, March 23, 2011 at 11:20 a.m.

San Diego Offshore International Airport Platform Program San Diego Union Logo Credits Platform Study 2011 TBNC

"The group raising money for the library unveiled a new strategy Wednesday to sell naming rights at 50 sites throughout the building to generate the remaining $29 million needed to construct its interior.

The city broke ground on the $185 million library in late July despite having just enough money to build the outer shell at the corner of Park Boulevard and J Street in the East Village. The project relies heavily on taxpayer money and private donors but remained $32.5 million short of the required funding at the time.

The new library would be a nine-story domed centerpiece that is twice the size of the existing 1954 library on E Street. Two floors would be used for a charter school serving about 400 students."


San Diego Offshore International Airport Platform naming Rights Studies TBNC 2011


San Diego Offshore International Airport Platfrm Program Naming Rights Studies 2011 TBNC OPLAT USA

San Diego Offshore International Airport Platform naming Rights Study SD Library Program TBNC 2011

San Diego Offshore International Airport Platform Program USA TBNC Naming Rights Studies 2011


Entire Building

$  20,000,000.00 US


$  15,000,000.00 US

Reading Room

$  10,000,000.00 US

Main Entrance / Lobby

$  10,000,000.00 US

Garden / Courtyard

$    5,000,000.00 US

Special Collections Wing

$    5,000,000.00 US

Various Locations

$         25,000.00 US  Upwards


The New Central Library will be downtown's community gathering place where San Diegans come to celebrate reading and culture, hear great music, appreciate art work and discuss critical issues. Inspired by the classic architecture of Balboa Park, this nine-story landmark building will not only serve the community's need for information, literacy and knowledge in the 21st century, but will be a new civic icon that embodies San Diego’s commitment to the future. San Diegans will be proud to show visitors this iconic structure, designed to foster social, cultural and educational exchange within its flexible spaces.

The San Diego Public Library welcomes gifts from individuals, corporations and charitable foundations to support the construction of the new Central Library.

Naming opportunities exist for the building and for many key and visible areas of this new San Diego resource. For more information on these opportunities, contact Jay Hill at [619] 238-5861.

Detroit, MI [] - Detroit Metropolitan Wayne County Airport [DTW] recently announced that it has awarded a management services agreement to the General Sports Companies, in partnership with McConnell Communications to: plan, design, promote, sell, negotiate and administer naming rights and sponsorship contracts on behalf of the Wayne County Airport Authority [WCAA].

In recent years, there has been a fundamental shift in how people, and thus corporate marketing departments, communicate and connect with each other and their target audiences. With advancements in wireless communications, digital technology, digital video recorders, the internet and mobile communications; companies are utilizing new, innovative and evolving marketing approaches and mediums to reach their customers.

Naming rights, sponsorships and related marketing campaigns have also evolved, and are now an important part of the marketing mix for many corporations utilizing venues operated by professional sports leagues, governments, municipalities, public and private universities, and in recent years, even public golf courses.

General Sports, in partnership with McConnell Communications, will develop a comprehensive sponsorship and marketing opportunity program for Detroit Metro Airport that will feature naming rights sales and management for the Airport's new state-of-the-art, 26-gate North Terminal complex, scheduled to open later this year. The unique agreement will allow Detroit Metro Airport the opportunity to pioneer new ground and create new channels within the growing and ever-changing landscape of corporate marketing.

"We are very excited about this new relationship with General Sports and McConnell Communications," said Wayne County Airport Authority CEO Lester Robinson. "Selling naming rights for an airport terminal is an industry-first endeavor that will create new and innovative funding opportunities for the Airport in the future. In the end, this means better facilities, better service, and greater economic growth for our entire community."

"The North Terminal naming rights platform was created by progressive thinking and will provide incredible exposure for the right partner," said Chris Foy, President of General Sports Alliances, the sponsorship sales division of General Sports. In 2007,

Detroit Metro Airport served nearly thirty six million [36,000,000] passengers, and ranks as the eleventh [11th] busiest airport in North America. The airport ranked second [2nd] in North America in overall customer satisfaction, among large airports [J.D. Power and Associates, 2007], and finished among the top three airports in the world in international passenger satisfaction [Airports Council International 2008 Airport Service Quality Programme].


About General Sports:

General Sports is a multi-faceted sports and entertainment marketing firm based in Rochester, Michigan with a national reputation for excellence.

Specializing in sponsorship and sales representation, its client list is diverse and encompasses professional sports organizations, high-profile entertainment properties and major public venues throughout the country. Current clients include the Minnesota Twins, Washington Nationals, Atlanta Falcons, Golden State Warriors, Derby County Rams, Live Nation, Florida Citrus Sports, CoCo Key Water Resorts, and the Wayne County Airport Authority.

The company's chairman, CEO and founder is Andrew Appleby, who previously worked as the senior vice president for the Detroit Pistons and Palace Sports and Entertainment in Michigan.


General Sports Headquarters
400 Water Street · Suite 250
Rochester · Michigan 48307
248.601.2200 Contact · 248.601.2400 Facsimile


About McConnell Communications:

McConnell Communications, Inc. is a Detroit-based communications firm that specializes in creating customized communications campaigns to help clients reach a target audience. With a combined eighty [80] years of experience, the company is headed by Darci E. McConnell, who previously worked as a print journalist at media outlets across the state as well as in Washington, D.C.

For more information on naming rights, sponsorship and marketing opportunities at Detroit Metropolitan airport, please contact Chris Foy of General Sports Alliances at 248.601.2200.

Darci E. McConnell
President and CEO

400 Monroe · Suite 610 · Detroit · Michigan 48226 · United States of America

313.237.0100 Contact Telephone · 313.237.0104 Facsimile


About Willow Run Airport

Willow Run Airport serves cargo, corporate and general aviation clients,
and has excellent services and infrastructure for airports in its class.


Willow Run Airport typically handles over 200,000,000 lbs. of cargo annually, making it one of the nation's largest airports for landed air freight flown by exclusively cargo aircraft. Willow Run Airport-based carriers transport a wide range of cargo, including high-value automotive and electronic components, emergency medical supplies, mail and packages.

With three Fixed Based Operator [FBO] locations to serve you, Willow Run Airport can provide all the services necessary for your flight operations. Fuel, deicing, aircraft cleaning and maintenance, catering, hotel reservations, and rental cars are just a few of the services available to you 24 hours a day, 7 days a week.


Flight Planning

Home to over five million [5,000,000] people, southeast Michigan is one of the largest metropolitan areas in the country. For business or leisure the area offers many options and Willow Run Airport is your gateway.

A FAA Towered airport that operates twenty-four [24] hours per day with no curfews or noise restrictions and also offers U.S. Customs facilities, CAT I ILS and GPS approaches and four (4) runways available for your use.


Business Development

Willow Run and Detroit Metropolitan Airports are the anchors for the development of a world class Aerotropolis. The elements are in place - major airport facilities, twenty-five thousand [25,000] acres of developable land, and engaged and supportive community leadership.

Over the long term, the Detroit Region Aerotropolis will be transformed into a mixed use development. Plans are to include facilities to support cargo transfer and movement as well as retail and residential areas to service the growing workforce as well as travelers.

Incentives are available for companies to locate in the area.

With a strong manufacturing base including research and development in advanced technology such as Automotive, Advanced Engineering and Alternative Energy, Detroit is ideally positioned to become a global center for cargo and logistics activity. 






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Debt-ridden city looks to sell naming rights

By | November 1, 2012, 12:30 PM PDT

TBNC Edgemon OPLAT USA Offshore International Airport Platform Program Edgemon Environmental Planners, Site Designers, Engineers & Construction Managers Naming Rights Study Offshore Airport San Diego Area California USA

Image Credit smartplanet 2012

The city of Izumisano in Japan is looking for a quick profit to help reduce its $1.2 billion debt.


No need to get too familiar with the city’s name, though. They’re hoping to sell its naming rights — like you see with many sports stadiums in the United States — for about twelve [12] million dollars over ten [10] years. Included in the contract, the city wants the buyer to commit to building some type of connection with the city. Moving a company headquarters to the city would suffice.

The Japanese city of one hundred thousand [100,000] persons is known for its towel-making industry. It also has one of the tallest buildings in Japan along with the nearby Kansai International Airport. But the airport is partly to blame for the city’s debt problem. Built on an island in the Osaka Bay,  the city spent a lot of money to connect the airport to the city center.

But will the city be able to lure in a company to brand the city? AFP says it might not be so easy:

Officials originally announced the plan in June but had no takers, the official said. So far the bulk of inquiries have been from some of the city’s 103,000 residents annoyed with the plan.

The plan is clearly to earn money from naming rights and attract a private corporation looking to put down roots in the city, creating revenue to help lower the debt. It’s not a bad idea, but if the city changes its name, what will the city be left with when the 10 year contract is up? They might have another crisis on their hands: an identity crisis.


TBNC Edgemon OPLAT USA Offshore International Airport Platform Near San Diegio, California USA Edgemon Naming Rights & Site Designations Edgemon Environmental Planners, Site Designers, Engineers & Construction Managers San Diego, California USA


Tyler Faulk is a Communications Fellow with Smart Growth America. Previously, he was an editorial assistant for Grist. He holds a degree from Goshen College.

Falk is based in Washington, D.C.

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