Stadium naming rights : a case study of purchasing and selling stadium naming rights

Stadium naming rights are one of the fastest growing trends in Sweden. It is more likely a stadium ends up with a corporate name than not. The purpose of this thesis is to gain a deeper understanding in the usage of stadium naming rights in Sweden. We have investigated, described and started to explain this phenomenon. Moreover, a case study has been performed regarding purchasing-, and selling stadium naming rights in order to reach our stated purpose. Our results indicate that the main objectives are creating brand awareness when deciding to purchase stadium naming rights, and to increase finance and cash-flow when selling stadium naming rights. Our results include existing theories, but we have added and developed certain objectives to suite the Swedish market.Validerat; 20101217 (root