Finding a naming rights partner for the Stump Grinders
by Jacob Augustin; Brittany Jacobs
International Journal of Teaching and Case Studies (IJTCS), Vol. 11, No. 2, 2020

Abstract: Corporate naming rights are the key issue in this case study. Here readers must act as part of the Stump Grinders, a professional football organisation, in order to evaluate naming rights sponsors for the team's football stadium. Students will be asked to weigh a number of factors as they contemplate the future naming rights sponsor for the Stump Grinders. Issues presented include: 1) organisational fit; 2) sponsorship goals; 3) financial health. When considering financial health of the potential naming rights partners, readers will be tasked with conducting ratio analysis as a tool for comparison. Ultimately, the case will present readers with four sponsorship proposals from which they will select the most appropriate naming rights partner for the Stump Grinders.

Online publication date: Mon, 21-Sep-2020

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