School Naming Rights
Some schools have sold the right to name parts of the school, most commonly sports facilities. But some have even sold naming rights for the whole school.
Reference: ‘The Facts About Marketing to Kids’, Campaign for a Commercial-Free Childhood, February 2005.
A New Jersey school has a Shop Rite gymnasium.
Reference: Edward Wyatt, ‘School Board Considers Deal to Swap Ads for Computers’, New York Times, 7 April, 2000.
In 2000 the New York school board approved the naming of classrooms, libraries and sports fields after corporate donors.
Reference: Tamar Lewin, ‘In Public Schools, the Name of the Game as Donor Lure’, New York Times, 26 January, 2006.
A new school in Philadelphia offered naming rights for the school at a cost of $5 million in 2006 as well as selling separate naming rights for a performing arts pavilion, gymnasium, food court/cybercafe, science laboratories and classrooms.
Reference: Eve Lazarus, ‘Cafeteria Blues’, Marketing Magazine, 19 January 2004.
In Calgary, Canada, schools, portions of schools and school programs can be named after corporate donors.
Reference: ‘Smoking gun: Chinese tobacco companies sponsor primary schools ’, Sydney Morning Herald, 23 September 2011.
In China, over 100 schools are sponsored by tobacco companies and some are named after them. For example, Sichuan Tobacco Hope Primary School features the slogan 'Talent comes from hard work - Tobacco helps you become talented,' at its front gates.
In the UK, the government encourages corporations to sponsor schools which are then named after the sponsor.
Reference: Welcome to Bairds Mainfreight Primary School, Bairds Mainfreight Primary School, 2009; Alex Molnar, School Commercialism: From Democratic Ideal to Market Commodity, New York, Routledge, 2005, p. 27.
In Auckland, New Zealand a school sold naming rights to six of its classrooms and a school has been named Bairds Mainfreight Primary School after selling naming rights to the company Mainfreight.