Whats In A Name?

When selling a name-in-title sponsorship program for your building (NIT), make absolutely certain that you articulate to your client that sponsoring a venue is not the same as OWNING the venue. Although an obvious point to those of us in the profession, the financial outlay involved with purchasing naming rights to a building often gives a false perception as to what “rights” the client will receive while on-site. Unless you're extremely generous (or remarkably trusting), rights such as backstage access, unlimited access to seating and stage areas, and credited bar tabs are NEVER included, and you should not assume that your client is aware of this fact.

Perhaps more importantly, make sure that you client communicates this fact to their own employees. Nine times out of ten, it is your client's employees and co-workers that will be the ones you chase out of the artist's dressing room, not your client themselves.