경기장 명명권은 경기장 명칭을 정할 수 있는 권리입니다.
짧게는 10년 길게는 30년간 계약이 이루어지면
그 금액은 수백 억 원을 훌쩍 넘기는데요
한 예로 2019년 캐나다 소재의 스코샤뱅크는
NBA 토론토 랩터스, NHL 토론토 메이플 리프스의 경기장과
20년 9,600억 원 명명권 계약을 맺습니다
다른 기업들도 경기장 간판이 비어있는 경기장들을 노리며
스코샤뱅크 못지않은 금액을 제안하고 있습니다.
경기장 간판에 기업 이름을 올리는 거뿐인데
천문학적인 금액을 지불하는 게 이해가 안 되는데요.
전문가들은 경기장 명명권 계약이
탁월한 마케팅 전략이라며 그 값어치를 충실히 이행한다고 주장합니다.

이번 비욘드 스포츠에서는
경기장 명명권 계약은 맺은 구장들을 살펴보고
그 구체적인 효과가 무엇이 있는지 알아보았습니다.

시청해주셔서 감사합니다!

#명명권 #스타디움 #신세계

주요 참고 자료(제목/출처)
A Brief History of Stadium Naming Rights / mentalfloss.com
The Changing Landscape Of Stadium Naming Rights Deals / forbes.com
What Are Naming Rights Deals In Major League Baseball Really Worth? / forbes.com
New NFL Stadium In Inglewood Reportedly Lands Naming Rights Deal With Social Finance / forbes.com
Anticipating New Sponsor For Superdome, New Orleans Saints Expect Same Successful Experiences / forbes.com
"What's Really in the Package of a Naming Rights Deal?" Service Mark Rights and the Naming Rights of Professional Sports Stadiums / University of Georgia School of Law
Are Football Stadium Naming Rights Undervalued? / duffandphelps.com
New Research: Stadium Naming Rights / gmrmarketing.com
Stadium Naming Rights Take Flight for Airlines / sportstravelmagazine.com
Why Do So Many Banks Put Their Names On Stadiums? / businessinsider.com.au

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