LAUSR

Abstract The findings of this research broadens the theoretical knowledge of facility naming rights/sponsorships by not only confirming prior theoretical models, but by also including the constructs service quality, valence, brand awareness, brand image/identity, and perceived fit. The current research contributes to the facility naming rights/sponsorship literature as the first holistic empirical model developed and tested in a professional sports setting. The researchers identify the implications for both the sponsoring organization and the sports team of entering into a facility naming rights agreement. The findings support the case that there is little downside risk to entering into these agreements because fans do appear to separate the team from the sponsor.