It’s so common for American stadiums to be named after companies that Americans often forget it’s kind of a strange practice. Other countries don’t necessarily have the equivalents to a Wrigley Field — although some do. (Wrigley Field was named by William Wrigley in 1926, who might have just wanted to put his own name on something. However, other brands soon followed suit.)

Sports stadiums tend to carry positive associations: they offer a popular form of recreation. Companies are banking on this positive association when they buy stadium naming rights.

Although buying stadium names may not have a positive ROI, it can positively impact a brand’s image. The number of brand impressions from a stadium name soars compared to other marketing methods, like television commercials.

These brands might also be hoping to gain the business of committed sports fans. Smaller brands that have to focus on ROI aren’t too likely to buy a stadium name, but those big enough to lose money but invest in their image will.

Of course, some brands that buy stadium names end up bankrupt, while others end up thriving. It’s not necessarily a wise long-term investment, but it has some positives for bra