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

Abstract: 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.