• Fox Business, Thursday, January 3, 2008 10:45 AM

The nature of the corporate naming rights deals for stadiums and arenas has evolved dramatically, experts say. The name on the outside of the building is now just a small part of the deal, with companies receiving luxury suites, networking opportunities, access to players and product placement.

According to Revenues From Sports Venues, a Nashville-based company that tracks how stadiums and arenas make money, there have been 19 deals of $100 million or more over the past decade or so. "What has happened over the last 10 to 15 years is that these have gone from branding exercises to very elaborate marketing partnerships," says David Carter, a professor at the University of Southern California and principal of the Sports Business Group.

Some experts say that they can see an expansion of corporate naming rights onto college campuses. The University of Louisville now plays in a stadium called Papa John's Cardinal Stadium after reaching a 10-year deal reportedly worth $5 million.

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