STADIUM NAMING RIGHTS
State Bar of Wisconsin
2001 Annual Convention
May
2, 2001
Elise Neils
AbsoluteBusiness LLC
Savvis
FedEx
CMGI
Why would a company pay so
much?
Total Amount of “Major
League” Stadium Deals Per Year Since 1989
Number of “Major League”
Stadium Deals Per Year Since 1989
CMGI
Change in Stock Price After
Stadium Naming Rights Deal
Intangible Assets
Amazon.com
AMR and Sabre
Brand Value Disclosure
Market Approach
Relief from Royalty
Licensing Revenues
Licensed to Sell
Licensed to Sell
Intangible Value of a Puppet
Survey
Survey
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Value Drivers
Target Marketing
Marine Midland Bank (Parent
Co. - HSBC)
Opportunity Cost
Stadium Naming Rights in the
Secondary Market
Conclusion
STADIUM NAMING RIGHTS
State Bar of Wisconsin
2001 Annual Convention
May
2, 2001
Elise Neils
AbsoluteBusiness LLC