Speaking on CNN, Ardi Kolah, author of the new report 'How to Develop Effective Naming Rights Strategies', says the European and Asian market is warming to the potential of naming deals.
Said Kolah: "There has been a fragmentation of media and as a result a fragmentation of audiences recently and the big brands are finding it harder to get their message across.
"Naming rights offers a hybrid of advertising and sponsorship and is a new opportunity."
For a FREE synopsis of the report - published by SportBusiness Group - speak to our reports team on +44 (0) 207 934 9006 or email reports@sportbusiness.com.
Stadium naming rights is growing in attraction to brands in Europe as it looks to capitalise on a split in the media and audiences, according to the author of a market-leading report.
