×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

What's in a name?

Published on .

The 1990s was a boom decade for naming rights deals. "Particularly in the mid- to late '90s there was a bandwagon effect," says Dennis Howard, a professor at the Warsaw Sports Marketing Center of the University of Oregon. "In '95 the average deal was worth $1.28 million" annually, he says. By 2001 "I thought things are starting to shake out. But if you look at what's happened over the last half of 2002-all of a sudden we're seeing a trend back up again. The Lincoln Financial Group deal with the Philadelphia Eagles is a classic. That's kind of resetting the bar," says Mr. Howard, who along with Warsaw Center Managing Director Paul Swangard developed the grades for this exclusive Advertising Age report.
Most Popular
In this article: