The Research Of Mega-venue's Naming Rights Development Of Britain And US

Mega-sports venues are the support and carriers for sport career development. The naming rights of sports venues can raise social funds for venue construction and maintenance after the sport events, make the sporting venue well known, prompt the advertising of the main sports facilities, improve the comprehensive utilization of sports venues, and it is an important means of market-oriented operation for mega-sports venues. At present, in some countries with high levels of development in sports industry like British and U. S. The naming rights of mega-sports venues have become an important means for venue owners to increase revenue and raise funds. However, the development of naming rights in China is still in low level, which lack of standardized and mature development strategy of venue naming rights. Therefore, we have an urgent need for in-depth research on naming rights of sports developed countries like Britain and US, to summed up their experience and successful reasons of venue naming rights, and provide a certain degree of inspiration and reference in the development of naming right for China's large-scale sports venues.In this paper, by using the research method of literature data, comparative analysis, mathematical statistics, logic analysis and case analysis, research is conducted on the large-scale sports venue naming right development in Britain and US, and got the conclusion as follows:1.Based on detailed market research and mega-sports venue naming rights development opportunities analysis, a complete and systematic return program of venue naming rights made by the owners and agents of sports venues inject a strong impetus for the development of venue naming rights in US and Britain.2.Risk management and process management is focused on in the process of venue naming rights development, which is the key successful factor of venue's naming rights development and operation in US and Britain. 3. There are some deficiencies in the process of venues'naming rights development in the US and Britain:the process of negotiation is so complicated and some anti-over commercial persons resolutely oppose the venues'naming rights development.