Exploring the issue of naming rights of public sports facilities in Greece

Abstract

Purpose The aim of this study was to conduct a primary examination of people’s perceptions toward the concept of selling of naming rights for publicly owned sports facilities in Greece to explore the possibilities for this sponsorship practice to be introduced in the future. Design/methodology/approach In all, 410 research participants filled out a questionnaire that focused on the level of acceptance, in relation to variations of agreements, and considering decision outcomes scenarios, as also on other naming rights parameters, such as sponsors’ fit features. A modification of methods used in previous research in the context of consumers’ price perceptions in sport was adopted to investigate the potential effects from the provision of decision outcomes messages. Findings The research findings indicated that, in terms of acceptance from the public, there might be grounds to implement this type of sponsorship. It is suggested that an optimal way of introducing the concept should be with marketing campaigns outlining the main purpose and the prospective benefits. Research limitations/implications Possibly, the participants perceived the prospect and scenarios provided as not very likely to happen and this might influence their responses. Future research should investigate the effects of other factors, such as attitudes toward commercialization, stadium identification and perceived financial status. Originality/value The study provides a basis for the consideration of naming rights as a sponsorship option for public sports facilities in Greece, and also offers a new perspective in the use of treatment messages as a tool for altering potential negative perceptions.