Investimentos em patrocínio na modalidade de naming rights: empresas que praticam esses negócios no Brasil e características deste mercado

Abstract

The trademark of companies has been linked to places or events - assets - by sponsorship agreements in the form of naming rights. This exploratory study, using data collected from interviews, identified that naming rights started in Brazil in 1985, widened from 2006. Naming rights agreements have terms lasting from three months to six years and are present in several areas such as cinemas, concert halls, theaters, radios, sporting and cultural events, arenas, orchestras, rooms at universities, among others. Twenty-five brands that invest - or have already invested - on these businesses were identified, such as Petrobras and BR, Bradesco, Itaipava and Crystal, Nestlé, Medley, Coca Cola, Chevrolet, Pepsi, Itaú, HSBC. We find that 40% of the twenty-five brands identified left this market at the end of the first contract. Considering the remaining 60% of brands that are still in the naming rights market, 66.67% are recent negotiations - less than five years - and only 33.33% are brands present in the market since the first contract negotiation. This study examined twenty-eight of these business partnerships and find that one of the main investors' goals is to gain more exposure of their brand; that such agreements result in benefits to local stakeholders. It was also found that the fact that the media often does not mention the negotiated name is considered the biggest problem of naming rights partnerships. The estimated broadcasting audience reached by the media or on site is calculated to evaluate the investment, and there is evidence of use of tax incentives in partnerships linked to cultural initiatives.