Date of Graduation
2003
Document Type
Thesis
Degree Type
MS
Committee Chair
Terry Wimmer
Abstract
This paper addresses the relationship between corporate sponsorship and naming rights concerning sporting venues. It is hypothesized that corporations are more positively framed in the media when granted naming rights of major sporting venues. The literature review establishes the history of corporate sponsorship (as related to sports), naming rights, reviews the effects of advertising, and cites examples of previous and current examples of this type of relationship. Manifest content analysis was utilized to examine media coverage in the Pittsburgh Post Gazette newspaper of articles concerning naming rights of Heinz Field and PNC Park. Results indicated more intense as well as more positive media coverage during the naming rights process for each corporation.
Recommended Citation
Lovell, Douglas Scott, "A content analysis of the effects of media framing of naming rights on corporate sponsorship." (2003). Graduate Theses, Dissertations, and Problem Reports (ETD). 10768.
https://researchrepository.wvu.edu/etd/10768