Naming rights for high school athletic facilities.

The trend in selling naming rights for high school athletic facilities is observing the same phenomenal pattern it followed in collegiate athletics several decades ago.

Remember when a stadium or a gym was always named after a Joe Alumnus or Jane All-Pro? Seems like just a few years ago, right?

It was just a question of time before the corporations spotted the lush naming field of our high school athletic fields. It didn't take a genius to realize the importance of seizing every marketing avenue available.

Another point to be remembered was that the dwindling state appropriations were making it more difficult to secure funds to operate the school programs.

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Most decisions pertaining to naming rights are made by the local school boards. TITUS Sports Marketing made one of the world's largest naming rights deals. They negotiated a deal that encompassed 12 years and $1.92 million for upgrading a high school stadium, parking, concessions and restrooms.

Districts in Detroit and Illinois are also reporting naming rights deals in the millions of dollars. A school in Ohio financed a new stadium by selling PSLs' (Personal Seat Licenses) for $1,500 each.

Let us look at the obvious pros and cons of such deals. With the coffers of high school athletic programs drying up at an alarming rate, a naming rights deal with a corporation may be a great idea as long as the corporation has an impeccable reputation.

As athletic administrators you must remember, "If something is too good to be true, it probably is."

Corporations are looking for some benefit down the road. They may say, "We simply want to be involved in the community." On the surface this may be true; however the bottom line is oftentimes based on anticipated financial gain and corporate visibility.

You must balance corporate concerns with philanthropic endeavors. Search for hidden agendas and the fine print. Private cash could fool the public sector into thinking that they are no longer responsible for schools. Athletic administrators and / or school boards must also determine what corporations are appropriate.

Beer Name Stadium or Cigarette Company Gymnasium would not send the correct message to students and many other supporters. In addition, the corporation must be viable, trustworthy, and synonymous with great character.

Although this is the wave of the future, it is prudent to explore all avenues before signing a deal. Hawking products to students and coaches would not send a positive message. Corporate deals are so common that many companies are attending conferences and delivering presentations on how to successfully market a high school athletic program.

Some schools are signing agreements with corporations and then hyphenating the corporate name with an existing traditional name (Hardware Store-Coaching Legend Field). This technique seems to satisfy the traditionalists.

Another factor to consider is what an athletic program is faced with should a company go out of business. What happens if a successful athletic program falls on hard times and the corporate donor decides to "pull-out"? Would a corporate donor have leverage in deciding athletic scheduling, coaching decisions, administration decisions, staffing decisions? All of the aforementioned situations occur in collegiate athletics every year. They also are seen in the business world every minute.

What prevents the aforementioned problems from happening in high school athletics? You, the athletic administrator, can answer the questions by:

1. Thoroughly investigating the corporation.

2. Knowing the corporation's mission and objectives.

3. Knowing the key players within the corporation (who make the decisions).

4. Reading the "fine" print within the contract.

5. Include options in the contract if the corporation dissolves or is bought out.

6. Knowing the decision makers from the school's perspective (school board, etc.).

7. Forming a well-rounded committee of local leaders.

8. Always investigate all viable options (are there other methods to raise money, etc.).

By Dr. Reginald F. Overton, Associate Professor and Graduate Program Coordinator of Sport Management, Virginia State University, Ettrick, VA