Długofalowe i solidne źródło finansowania, oraz bezpieczeństwo dzięki 10-20 letnim umowom sponsoringowym to główne korzyści z wchodzenia w transakcje sprzedaży praw do nazwy. Jest to praktyka znana na całym świecie i świetnie wykorzystywana u naszych sąsiadów – Niemczech czy Słowacji.
Naming Rights w Europie
“W europejskiej piłce nożnej zawartych zostało ponad 40 umów dotychczących sprzedaży praw do nazwy stadionu, np. w Monachium, Londynie, Gelsenkirchen, Hamburgu czy Dortmundzie. Są one długoterminowe, na 10-20 lat, co daje stabilność i możliwość planowania w zarządzaniu obiektem. Na przykład firma Allianz przeznacza 6 mln euro rocznie, a to stanowi 20 procent rocznego dochodu stadionu w Monachium” – powiedziała Maria Walsh z firmy badawczo-doradczej Sport +Markt AG podczas środowej konferencji w Warszawie.
Źródła finansowania stadionów
Welsh wspomniała również o głównych źródłach finansowania stadionów, do których należą: sponsorzy oraz wpływy w dniu meczu ligowego, pochodzące m.in. z biletów, cateringu, wynajmu lóż biznesowych. Na dalszym miejscu znajdują się wpływy z koncertów, targów, hotelu, muzeum i innych atrakcji.
Wzrost czy spadek liczby widzów po wybudowaniu nowych stadionów?
“Przeciętnie 45 procent więcej ludzi pojawia się na stadionach Bundesligi. Ale z kolei w Austrii i Szwajcarii, które w ubiegłym roku były organizatorami mistrzostw Europy, nie udało się poprawić frekwencji. Stadiony są zapełnione tylko w połowie. Trzeba sobie uświadomić, że po Euro 2012 w Polsce również nie będzie od razu kolejek po bilety. Obecnie pojemność stadionów wynosi ok 11 tys, a wypełnione są w 67 procentach” – dodała Welsh.
Źródło:
PAP, tm/07.10.2009 16:10
Przykład Allianz Areny możesz znaleźć tutaj
Allianz Arena – europejskie naming rights warte 6 mln euro rocznie
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