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| In 1999 Royal Philips Electronics paid $180 million to buy 20-year naming rights of the Atlanta, Georgia, stadium, home of NBA’s Atlanta Hawks. University of Massachusetts Professor Timothy D. DeSchriver and Drexel University Professor Paul E. Jensen analyzed naming rights. In their study, what was the likely impact of each of the following on a corporation’s willingness to pay to name a stadium? (Difficult) a. An existing team is relocating to the stadium. b. The stadium is in a highly populated area. c. The stadium’s current name is the Staples Center and has had that name for 20 years. |
