Stadium Naming Rights

Jannick Jarl Mogensen

Student thesis: Master thesis

Abstract

This master thesis is the result of a expedition through different theories applied in the BSc in Economics and Business Administration and MSc in Finance and Accounting. These theories together with many of the recent stadium naming rights trader in the United States triggered a curiosity for this area. Here I found several different research studies that did not present an overall common consensus in the academic community in this area. Some of the most recognized studies had empirical data, which included stadium naming rights up to 2004. Therefore, this thesis aims to challenge these studies, by taking more up-to-date empirical data, to see if their claims and conclusion are still valid. The primary research study that this thesis has followed the same method, is Gerrard, Parent & Slack, (2007). ”What Drives the Value of Stadium Naming Rights?”. The thesis found that only one of the stations' core resources passed the VRIN test, in order to contribute to providing a long-term competitive advantage. This was the facility itself. The data analysis of the thesis found, that with none of the four hypotheses, could not reject the null hypothesis. That is not to say that they can not positively affect the price, but I can not validate, using my regression analysis, that they necessarily can. In contrast, in Gerrard et al. (2007) study, which among other things, found that brands are willing to pay a premium for the naming rights of new stadiums. However, there are four variables, visitor numbers, new stadium, agreement after 2010and number of matches, all of which have p-values close to 10-15%. So a minimal increase in observations or a significance level higher than 5%, could potentially modify the conclusions of my hypotheses.

EducationsMSc in Finance and Accounting, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2020
Number of pages80