Every major charity or school with a physical plant where people can see big letters has a naming rights opportunity. The concept is here to stay.

During a session at the Cause Marketing Forum in Chicago, Kevin Bartram, president of Bartram Sponsorship Strategies LLP, offered a few idea worth keeping in mind with a naming rights agreement.

Bartram said that a sponsorship should offer a full range of benefits, that is, beyond the “name on the building” a naming rights package should provide numerous touch points and ways for the sponsor to connect with constituents, using:

• Product integration
• Deep brand integration
• Events
• Media
• Web presence
• Hospitality
• Promotions and publicity.

In addition, the arrangement should provide strategic opportunities. Possible valued elements include:

• Business development opportunities
• Access to influential people and elected officials.
• Clear venue alignment with corporate mission
• Ability to create and distribute content
• Use of the named venue for private hospitality, hosting sponsor-led community events.

Noting that the hottest area in sponsorship is green-related programs, Bartram offered several cautions regarding selling green sponsorships:

• Be authentic and committed.
• Be able to link companies to truly green actions.
• Go beyond recycling.
• Think energy efficiency, renewables, transportation, paperless events, carbon offsets, organic food, etc., and then pursue sponsors in these areas.
• Beware of green washing   your property and your sponsors.

Share this story

Story tools