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Detroit Schools Sell Naming Rights

A new branding opportunity has unveiled itself for marketers: a Detroit school district has voted to sell naming rights to its buildings (including a new elementary school), athletic fields, and even events such as the prom, writes AdAge.

The cost of sponsorship, however, will be difficult to determine, as size and wealth of community, among other factors, must be considered.

 

While school-district sponsorships are nothing new - school buses have been branded by companies like Burger King as far back as 1999 - some feel this initiative goes too far. Boston-based Campaign for Commercial-Free Childhood co-founder Susan Linn told AdAge, “People don’t see the cost, and the cost is our values and the values we are passing onto children.”