Diagrama do patrocínio com Naming Rights: percepções e aplicação no esporte.

Investment in Naming Rights in sport has increased in Brazil, although the country is not among the main markets that grant brands the possibility of associating their names with arenas, clubs and competitions. This study seeks to understand how the "right to name" relates to sports sponsorship, and aims to contribute to the construction of a brazilian perspective that addresses this sponsorship action associated with Communication and Sport. To this end, through a literature review, exploratory research and in-depth interviews, it aims to determine the possible modalities of Naming Rights and their interrelationships with sports sponsorship. As a contribution to the research, a sponsorship diagram is proposed which situates Naming Rights as a brand promotion alternative for sponsors, and its adoption as a revenue increase for sports organizations. [ABSTRACT FROM AUTHOR]