Naming Rights and Naming Wrongs. An analysis of football fan communities and their evolving attitude towards stadium branding practices
This study seeks to provide an up-to-date analysis of how fandom communities perceive the stadium naming rights phenomenon. In order to gather empirical material which includes both a hypothetical and a retrospective perspective, the research is comprised of two independent cases. Focus groups and semi-structured interviews were the selected data collection methods, while the empirical data was an
