Często podkreśla się korzyści finansowe, jakie naming rights daje firmom wykupującym prawa do nazwy obiektu lub wydarzenia. Zdaniem Julie Hildebrand, rzecznika prasowego sieci Pizza Hut, jest to przede wszystkim sposób na zwiększenie świadomości marki.
Według fundatorów stadionu Pizza Hut Park w Dallas, inicjatywa ta od samego początku miała przynosić zyski o charakterze społecznym. W budowę stadionu zaangażowały się nie tylko władze miasta, ale też organizacje sportowe oraz przedstawiciele świata biznesu. Współpraca zaowocowała budową stadionu piłkarskiego za 65 milionów dolarów. Prawa do nazwy obiektu wykupiła sieć Pizza Hut za kwotę 1,25 miliona dolarów rocznie. Kontrakt obejmuje okres 20 lat. Na stadionie rozgrywane są mecze amerykańskiej ligi piłki nożnej, jak również organizowane są imprezy okolicznościowe oraz koncerty.
Bogaty kalendarz imprez transmitowanych w różnych stacjach telewizyjnych świadczy o dużych możliwościach marketingowym tego obiektu. W czasie każdych mistrzostw Amerykańskiej Ligi Piłki Nożnej nazwa stadionu, a tym samym marka Pizza Hut, jest ukazana w mediach setki razy. – Chcieliśmy, aby Pizza Hut była postrzegana jako marka, której zależny na czymś więcej niż tylko coraz większej sprzedaży – tłumaczy Julie Hildebrand. – Sieciom, które posiadają w swoim menu takie dania jak pizza, trudno jest przekonać klientów, że zależy im również na propagowaniu aktywnego stylu życia. Dlatego zakup naming rights do obiektu sportowego miał dla nas tak duże znaczenie.
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