Title: Finding a naming rights partner for the Stump Grinders

Authors: Jacob Augustin; Brittany Jacobs

Addresses: Northwood University, 4000 Whiting Drive, Midland, MI, 48642, USA ' Nichols College, 121 Center Road, Dudley, MA, 01571, USA

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.

Keywords: naming rights; financial risk; professional athletics; sponsorship.

DOI: 10.1504/IJTCS.2020.109725

International Journal of Teaching and Case Studies, 2020 Vol.11 No.2, pp.157 - 172

Received: 21 Jan 2020
Accepted: 16 Apr 2020
Published online: 21 Sep 2020 *

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