Gerrard, Bill; Parent, Milena M.; Slack, Trevor - In: International Journal of Sport Finance 2 (2007) 1, pp. 10-24
This study adopts a multi-attribute hedonic-pricing benchmark valuation approach to the determination of the observed market value of stadium naming rights. Using a sample of 112 naming rights deals covering both major-league and non-major-league facilities in North America over the period of...