Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.,Utilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.,Results indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.,These results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.

中文翻译：

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研究发起人的决策：图式理论，代理冲突和信号理论在命名权协议持久性中的作用

体育设施的命名权赞助是世界上最引人注目的营销协议之一。但是，可能导致一项赞助持续数十年，而其他赞助仅在几年后结束的因素尚待调查。因此，本研究通过调查赞助商品牌继续或终止此类协议的决策的预测因素，研究了品牌营销人员的决策。利用全球219个冠名权协议的数据集，采用一种经验方法来确定是否各种因素都会增加或减少赞助商解散的可能性。结果表明，与尚未命名的新设施签订的协议会导致解散的可能性降低，而较高的品牌资产价值也会降低解散的可能性。解散。