Best Practices for Negotiating Naming Rights and Sponsorship Deals

By Irwin A. Kishner and Julie Albinsky   Naming rights and sponsorship deals are, of course nothing new, but never before have we seen such a proliferation in the number and permutations of such deals as there have been in recent years. For the most part, such arrangements have been success stories, mutually beneficial for teams and corporate sponsors; however, some vital lessons have emerged for negotiating and structuring such arrangements.   Throughout history, institutions such as