Introducing naming rights sponsorship -- Why do brands buy naming rights? -- Activating naming rights sponsorships -- Fan reactions to naming rights sponsorship -- Selecting a naming rights partner -- The future of naming rights sponsorship in sport.

Purpose The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context to sponsors seeking to create ESAs, with...