OPPORTUNITIES FOR COMPANY - Naming rights
ForumNet manages the two main Italian arenas dedicated to sport, concerts, shows, trade fairs and corporate events – the Mediolanum Forum in Milan and the PalaLottomatica in Rome. Both venues have agreed major naming rights contracts.
ForumNet has been a pioneer in this market ever since the Forum di Assago agreed a partnership with Fila in 1997 (which led to the venue being called FilaForum). From then on, over time, through its experience in this highly competitive sector, the other arenas the Group manages have also developed major naming rights projects in a variety of merceological sectors.
The busy programme of events in the ForumNet arenas allows the group to offer partner companies a wide range of opportunities for visibility, direct contact with the public and public relations activities: naming rights agreements are the pinnacle of these opportunities.
Naming rights ensure unique benefits and opportunities for companies through enormous brand visibility at a national and international level at significantly reduced costs compared when compared with similar levels of visibility obtained through traditional advertising.
In addition, naming rights contracts are some of the most effective communication instruments in terms of returns on investments; very few instruments offer such vast opportunities to reach a market segment at a modest cost per contact.
Naming rights contract also allow companies to emerge from the crowded market of traditional sponsorship agreements, because they offer unique opportunities to create added value for companies through a mix of content (ATL and BTL advertising, promotional activities, media reputation, hospitality benefits, varied and integrated marketing activities) that can be obtained as a well as the simple visibility of the brand.