BRL MISSION: A BRAND NEW WAY
A brand is more than just a name. It can portray an image,
identify a lifestyle concept or provide a sense of trust and
reliability. Branding rights are a bundle of rights (such as
naming, sponsorship, media, content) associated with a property,
offering a spectrum of options to brand owners seeking measurable
ROI in a branding campaign. While naming rights may be a key
element in a marketing plan, branding rights allow for greater
flexibility in the overall branding strategy. Our mission at
identify properties in untapped or underdeveloped market
spaces to serve as branding platforms.
• To develop innovative branding rights programs providing new
revenue streams for property owners and measurable ROI for
• To be a leading force in creating value-based, brand-property
several years sports facilities were the façade
of choice for companies seeking brand awareness through naming
rights agreements. With TV exposure, spectator attendance,
hospitality and other benefits, many venues garnered long-term
deals in excess of $100 million dollars. While demand for sports
properties remained strong in 2003, there was a marked change
in deliverables needed to drive the deal. Announcement of agreements
between Citizens Bank and the Philadelphia Phillies (Citizens
Bank Park in 6/03), and Toyota and the Houston Rockets (Toyota
Center in 7/03), described both relationships as going beyond
typical naming rights to provide integrative marketing opportunities.
With the increasing cost and fragmentation of traditional
media, companies are seeking alternative platforms for branding
programs that align with their strategic and business objectives
and provide innovative ways to reach and penetrate target
audiences. Branding rights programs benefit properties and
brands. Property owners unlock new revenue streams and benefit
from increased traffic and enhancement of overall asset value.
Brand owners seize new opportunities for integrated strategies
that deliver brand awareness, shareholder value and ROI.
to a brand new day.