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Journal of Sports Economics
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A Stadium by Any Other Name

The Value of Naming Rights

Eva Marikova Leeds

Moravian College

Michael A. Leeds

Temple University

Irina Pistolet

Grosvenor Investment Management

Since the 1990s, an increasing number of professional sports teams have sold the naming rights for their facilities to private firms. Although some policy makers have protested the private sector's appropriation of naming rights, no one has questioned the value of this strategy to the firms that buy the naming rights. The authors use a one-step version of event analysis to show that naming rights do not have a lasting impact on the profitability of the firms that buy them.

Key Words: Event Studies • Naming Rights • Stadiums and Arenas • Athletic Facilities

Journal of Sports Economics, Vol. 8, No. 6, 581-595 (2007)
DOI: 10.1177/1527002506296546
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This article has been cited by other articles:


Home page
 Journal of Sports EconomicsHome page
E. M. Leeds, M. A. Leeds, and I. Pistolet
Response to Blair and Haynes
Journal of Sports Economics, April 1, 2009; 10(2): 207 - 208.
[PDF]

Home page
 Journal of Sports EconomicsHome page
R. D. Blair and J. S. Haynes
Comment on ``A Stadium by Any Other Name: The Value of Naming Rights''
Journal of Sports Economics, April 1, 2009; 10(2): 204 - 206.
[PDF]