Evaluation of the reality of marketing the naming rights of sports venues in Dakahlia Governorate clubs.

Document Type : Original Article

Authors

1 Sports Administration, Faculty of Physical Education, Mansoura University, Damietta, Zarqa

2 Department of Sports Management, Faculty of Physical Education, Mansoura University

3 Mansoura university , Faculty of sport education , adminestration department

Abstract

The research aims to evaluate the reality of marketing naming rights for sports sites in Dakahlia Governorate clubsThe researchers used the descriptive survey method on a sample of 240 individuals, and it was applied to a sample of (board members, executive managers, marketing managers / marketing officer, And the administrators), and the most important results were that the revenue can be used to contribute to financing the process of constructing new facilities and that naming rights have a major role in enhancing the mental image of the brand of the economic institution among the club’s fans, and naming rights help the economic institution in increasing the club’s audience awareness of its products, as well The economic institutions see that the procedures for the naming rights are complex and unclear, and the economic institutions are afraid of the imposed legal obligations that fall upon them, in addition to ensuring a long-term source of support through the naming rights of the sports clubThe economic institution is also able to communicate with the target groups through the sports market as well Economic institutions do not provide appropriate financial offers to obtain the right to name the sports site and thus achieve competitive advantages

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