Germany is the most developed naming rights market

The International sports marketing company SPORT MARKT, has published a report following the stadium naming rights.  The research has shown that Germany is the only market in Europe where naming rights are developed, and in the UK naming rights have been undervalued as a marketing tool for brands to cut through the clutter of traditional sports sponsorship and classical advertising. While in the UK Jaguar Cars had struck the largest deal for the new Coventry Arena (£ 7m over 12 years), in Germany small clubs are selling naming rights for around € 5m over 5 years. The largest deal struck on the German market is for the Munich Allianz stadium (€ 90m over 15 years).

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