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What’s In A Name? Naming Rights Boom Brings Brand Activation Benefits That Go Far Beyond Sponsorship Badging Exercise
Sponsorship archaeologists will tell you that the earliest naming rights deal was secured almost a century ago, when chewing gum pioneer Wrigley lent its name to what is now the home of the Chicago Cubs. More deals followed in the 1950s and 1960s, but the idea of paying for the right to rename stadia and arena has only really caught on in the big way in the last 20 years, first in the US, then in Europe and Asia.
