Naming Opportunities for Athletics: 4 Tips
Because the marketplace for public arenas and sports stadiums is now saturated with corporate namings and sponsorships, many corporations are turning increasingly to the higher education sector for naming opportunities. At the same time, many athletics departments in higher education are striving to become more entrepreneurial, particularly at institutions that have recently cut athletics budgets to preserve funding for academic programs. Yet often athletics directors focus almost solely on fundraising, neglecting the growing marketplace for athletics sponsorships. Though sponsorships are usually far smaller in dollar amount than philanthropic naming gifts, it’s important to realize that: “More corporations are seeing the value of aligning themselves with like institutions to build awareness of their brand. These opportunities deserve more than a cursory glance.”Vincent Duckworth, ViTreo We turned to Vincent Duckworth, partner and chief marketing officer at Vitreo, to learn more about how institutions can take advantage of this changing marketplace. Duckworth offers these four tips. Tip 1: Do You Have a Naming Policy for Your Athletics Naming Opportunities? Duckworth advises that your naming policy needs to provide guidelines around: This policy needs to be transparent and publically available. This ensures both that corporate sponsors can find you — and that you can […]

