O presente trabalho teve como objetivo realizar uma avaliação quanto à possibilidade de serem explorados bens públicos intangíveis no Direito brasileiro. O tema foi abordado especificamente quanto à atribuição de nome, como modo de exploração de bens públicos. Na experiência estrangeira, verifica-se a existência dos naming rights. A atribuição de nome é um instituto que pode ser desenvolvido no Brasil, inspirado nos naming rights, mas observadas as peculiaridades do ordenamento jurídico brasileiro. A atribuição de nome pode ser usada tanto no âmbito privado quanto no aspecto público. Para delinear o instituto é necessário distinguir a atribuição de nome de outros institutos que possam demonstrar aparente aproximação. A atribuição de nome não se confunde com nomeação honorífica, doação com encargo, contratos para conservação de bens públicos ou locação. A atribuição de nome demonstra ser um meio viável para exploração de bens públicos, mas para o seu sucesso faz-se necessário estabelecer limites a esse instituto, evitando-se repetir erros que já foram verificados na experiência estrangeira. A cessão da atribuição de nome deve ser pautada pela análise de critérios de conveniência e pelo estabelecimento de marcos legais em conformidade com o ordenamento jurídico brasileiro. / Cette étude a pour but lévaluation concernant la possibilité dexploitation de biens publics intangibles du Droit brésilien. Le thème fut particulièrement envisagé par rapport à lattribution de nom comme une manière dexploiter les biens publics. A létranger, il y a les naming rights. Lattribution de nom est un ensemble de règles juridiques qui peut être développée au Brésil, inspirée des naming rights, à condition que les particularités de lordonnancement juridique brésilien soient respectées. Lattribution de nom peut être utilisée dans le domaine privé ou public. Pour définir lensemble de règles juridiques, il faut distinguer lattribution de nom dautres ensembles qui puissent indiquer une apparente approximation. Lattribution de nom ne peut pas être confondue avec la nomination honorable, la donation avec charge, les contrats pour le maintien de biens publics ou la location. Lattribution de nom paraît un moyen viable pour lexploitation de biens publics. Toutefois, pour sa réussite, il faut établir de limites afin que des erreurs commises à létranger ne se passent pas au Brésil. La cession de lattribution de nom doit être basée sur lanalyse de critères dintérêt général et sur létablissement de repères de la loi suivant lordonnancement juridique brésilien.

Submitted by William Justo Figueiro (williamjf) on 2015-07-18T12:39:24Z No. of bitstreams: 1 45c.pdf: 2981523 bytes, checksum: 425de25771191ba7c02aa4e11b4811c5 (MD5) / Made available in DSpace on 2015-07-18T12:39:25Z (GMT). No. of bitstreams: 1 45c.pdf: 2981523 bytes, checksum: 425de25771191ba7c02aa4e11b4811c5 (MD5) Previous issue date: 2013-07-30 / CRCRS - Conselho Regional de Contabilidade do Rio Grande do Sul / A marca comercial de empresas tem sido vinculada a locais ou eventos - ativos - por meio de contratos de patrocínio na modalidade de naming rights. Este estudo exploratório, com coleta de dados a partir de entrevistas, identificou que essa modalidade de negócio iniciou no Brasil em 1985 e acentuou-se a partir de 2006; tem prazo de duração entre três meses e seis anos; está em diversas áreas, tais como: cinemas; casas de espetáculos; teatros; rádios; eventos culturais e esportivos; arenas; orquestras; salas em universidades; dentre outros. Identificaram-se vinte e cinco marcas comerciais que investem – ou já investiram - nesses negócios, tais como Petrobras e BR; Bradesco; Itaipava e Crystal; Nestlé; Medley; Coca Cola; Chevrolet; Pepsi; Itaú; HSBC; dentre outras. Analisou-se que das vinte e cinco marcas identificadas, 40% deixaram este mercado no final do primeiro contrato; das quinze que ficaram 66,67% são negociações recentes – menos de cinco anos - e que apenas 33,33% são marcas que estão no mercado desde a primeira negociação do contrato. Este estudo analisou vinte e oito parcerias desses negócios e foi possível identificar que um dos principais objetivos dos investidores é a exposição de sua marca comercial; que há benefícios aos stakeholders nos locais em que o investidor adquiriu esses direitos; que o fato da mídia não falar o naming do local negociado é considerado o maior problema das parcerias; que para avaliar o investimento é calculada a quantidade de público atingido pela mídia ou presente no local; que há evidência de utilização de incentivos fiscais em parcerias ligadas à cultura. / 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.

As cities continue to compete for regional and global primacy, governments around the world have drawn upon a series of entrepreneurial tactics to secure investment. Along with city branding initiatives aimed at producing positive images of the city, governments increasingly seek to generate revenue through the corporate sponsorship of public place names, or what I term toponymic branding. Drawing upon government documents and 15 semi-structured interviews, this study examines how the neoliberalization of place through city and toponymic branding is currently reshaping the geographies of urban governance in Dubai, United Arab Emirates (UAE), by considering two case studies: the naming of the Burj Khalifa (formerly Burj Dubai) and the Dubai Metro Naming Rights Initiative. In addition to semi-structured interviews conducted in situ, this research draws upon a variety of web-based marketing materials designed to promote the Burj Khalifa as an icon of Dubai and the Dubai Metro Naming Rights Initiative as a cutting-edge tool to increase revenue generation for the Government of Dubai. This thesis suggests that, despite efforts to maximize profits through city and toponymic branding campaigns, the renaming of the Burj Khalifa undercuts previous positive associations stakeholders held with the “tallest building in the world,” the city, and its brand. This study also demonstrates that, through the Dubai Metro Naming Rights Initiative, the Government of Dubai has used toponymic branding as a political tool to foster relationships with members of the business community. In doing so, the current research contributes to critical toponymic and urban geographic scholarship by examining the political economy of toponymic branding as a strategy of neoliberal urbanism in Dubai. / Graduate / 0366 / msotou@uvic.ca

My diploma thesis deals with one of the incomes of sports arenas and stadiums, which is known as naming rights. This term means the cooperation between the owner of sports facilities with private companies, which pay the fee for hiring the name of stadium or arena. In the first part I explain what the naming rights are and I refer also about other stadium's and arena's incomes. In further chapters I analyze the top football and hockey leagues in sports and economically developed countries all over the world. The survey follows. It covers the naming rights situation in the Czech Republic. Based on the results of the survey I compare naming rights in the Czech Republic and in the analyzed countries.

Syfte: Syftet med uppsatsen är att undersöka vad det finns för finansiellt syfte med att köpa namnrättigheterna för en arena där det i främsta fall bedrivs idrottsrelaterade evenemang. Delsyftet är att undersöka hur företagets aktiekurs påverkas vid tillkännagivandet av att de blir arenasponsor samt att se huruvida arenasponsorns aktiekurs påverkas efter att ett idrottsevenemang ägt rum. Metod: Undersökningen är en flerfallsstudie av fem företag där en metodtriangulering med en kombination av kvalitativ och kvantitativ metod används för att på så sätt ge en rättvis bild av fenomenet. Uppsatsen utgår från ett positivistiskt vetenskapligt förhållningssätt och ett deduktivt angreppssätt. Den kvalitativa delen av uppsatsen består av primärdata i form av intervjuer med personer från ansvariga positioner på företagen. Den kvantitativa delen består av en eventstudie-metodologi där den insamlade datan användes för att mäta om en avvikande avkastning (AR) uppstod i samband med tillkännagivelsen av namnrättighetsaffären samt en genomsnittlig avvikande avkastning (AAR) vid idrottsevenemangen. Utöver detta undersöktes även om specifika matchutfall påverkade företagens aktiekurs. Eventperioden för idrottsevenemangen sattes till dagen efter evenemanget medan eventperioden för tillkännagivelsen sattes till 75 dagar, 25 dagar innan och 50 dagar efter nyheten. Uppsatsens estimeringsperiod omfattade i båda fall 70 dagar. Resultat: Vid tillkännagivandet av arenarättighetsaffären uppvisar resultatet mellan en positiv AR på 2,48 procent till en negativ AR på 1,44 procent för de sex rättighetsaffärerna. Vid matchutfallen uppvisar resultatet allt från en positiv AAR på 0,26 procent till en negativ AR på -0,06 procent. Slutsats: Arenasponsringens stora finansiella vinning ges genom ett starkt varumärkeskapande vilket på sikt leder till ökade finansiella fördelar för företaget med namnrättigheterna av arenan. Finansiellt påverkades inte företagets aktiekurs av varken matchutfall eller tillkännagivandet av arenasponsringsnyheten. / Purpose: The aim of the thesis is to see what the financial purpose is for buying the naming rights of an arena where the main activity is sporting events. The subsidiary aim is to investigate if the company's share price is affected by the announcement that they became arena sponsors and to see whether the stadium sponsor's share price is affected after a sporting event has taken place. Methodology: The survey is one multi-case study of five companies, which are based on both a quantitative and a qualitative approach. The paper was based on a positivistic scientific approach and deductive approaches. The qualitative part of the thesis consists of primary data in the form of interviews with individuals holding responsible positions in the companies. The quantitative part consisted of an eventstudy, where the collected data is used to measure if an abnormal return (AR) has arisen in connection with the announcement of the name rights deal and an average abnormal return (AAR) in connections with the sporting events. Event period for sporting events is added to the day after the event while the event period for the announcement is added to 75 days, 25 days before and 50 days after the news. The surveys estimationperiod was comprised to 70 days. Results: At the announcement of the arena namingrights deal presented results from a positive AR of 2.48 percent to a negative AR of 1.44 percent. During the match, the outcome showed the results of a positive AAR of 0.26 percent to a negative AR of -0.06 percent. Conclusions: The big financial benefit of buying the naming rights of an arena is the strong brandbuilding which ultimately leads to increased financial benefits for the sponsoring company. The company's share price is not affected  by either match outcomes or the announcement of the sponsorship deal.

Bakgrund: Investeringar i namnrättigheter för en arena eller idrottsanläggning kan definieras som en transaktion där pengar byter ägare för att säkra rätten att namnge en idrottsanläggning. Denna typ av investering har under de senaste decennierna ökat dramatiskt. Trots den fortsatta ökningen finns det begränsad forskning om vilka motiv som finns bakom investeringarna och vilka effekter företagen upplever av genomförda namnrättsinvesteringar. Syfte: Syftet med denna studie är att undersöka och kartlägga hur svenska företag motiverar och resonerar kring namnrättsinvesteringar samt vilka effekter företag upplever av dessa investeringar. Metod: Uppsatsen har med hjälp av en intervjustudie samlat in det empiriska materialet med personer som varit strategiskt och operativt inblandade i namnrättsinvesteringar och dess investeringsprocess. Tio svenska företag medverkade i studien. Slutsats: Studiens slutsats är att investeringar i namnrättigheter har en rad olika motiv. Bland annat ökad exponering, stärkt varumärkesbyggande, förbättrad kompetensförsörjning och att vara en god kraft i samhället. De upplevda effekterna är bland annat ökad varumärkesmedvetenhet, varumärkesspridning, lägre personalomsättning, stolta medarbetare och lokala effekter. Motiv, uppföljning och upplevda effekter kan kategoriseras utifrån tre olika perspektiv. Dessa är ekonomiska, mänskliga samt samhälleliga. Med hjälp av intressentteorin har denna studie också dragit slutsatsen att det finns olika logiker och att de tre stegen kopplade till motiv, uppföljning och utvärdering samt upplevda effekter drivs av intressenternas krav och behov. Mängden intressenter som berörs av investeringen ses därför också som ett tydligt motiv till investeringen i namnrättigheter. / Background: Investments in naming rights for an arena or stadium can be defined as a transaction where currencies change hands to secure the right to name a sports facility. These investments have increased exponentially in the recent decades. Despite the continued investment of naming rights, there is limited research on the motives behind the investments, and what perceived effects are identified from completed naming rights investments. Purpose: The purpose of this study is to investigate and map how naming rights investments are motivated by Swedish companies and what perceived effects can be identified from these investments. Method: This study has with the help of an interview-study collected the empirical data with people which have been strategic and operative involved in naming rights investments and their investment processes. Ten Swedish companies participated in the study. Conclusion: The study's conclusions and results point at various types of motives regarding the naming right investments, such as increased exposure och results, strengthened branding, improved supply of skilled labor force and being a good force in society amongst others. The perceived effects include brand awareness, brand spread, lower staff turnover, proud employees and local effects. All motives can be categorized into three main topics which are Economic, People and society and the local community. With the help of the stakeholder theory, this study has been able to describe that there are different logics and that the three steps linked to motive, follow-up and evaluation as well as perceived effects are driven by stakeholders who have their demands and needs. The number of stakeholders affected by the investment are therefore also a clear motive for investing in naming rights.