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Volume 22 No. 31
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Naming rights: Balancing art and science

Emotional factors, backed up by analytics and measurement, often drive a brand’s decision to pay millions to put its name on a sports venue.
Lincoln Financial sponsorship and marketing executives mentioned job recruitment as a benefit to having the company’s name on the Phildelphia Eagles’ home. Photo: getty images As long as there are new sports venues being built, there will be eye-popping deals to name those buildings. I...

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