Sporsora: "In terms of naming rights, it is stadiums that seek us now'" (J-M Pailhol, Allianz)

"In terms of naming rights, we went from 'push' to 'pull', in other words, it is stadiums that seek us now, not the other way around. But we want to go further than just naming rights, to go from a cost centre (paying for the rights) to a profit centre (generating income alongside the club)," said Jean-Marc Pailhol, head of global market management & distribution of the German insurance Allianz, on 12/10/2018.

Jean-Marc Pailhol spoke during the second edition of the l'Observatoire du Naming (Naming Rights Observatory), an event organised by the French Sporsora organization, in collaboration with the French Centre de Droit et d'Économie du Sport (The Centre of the Law and Economics of Sport, CDES), Lagardère Sports & Entertainment, and Kantar Media, in Paris (FRA) on 12/10/2018.

"As for the logic of sponsorship, I prefer that of a real partnership. Stadium naming rights is no longer part of a communication or marketing budget, but an investment budget. The image becomes secondary to commercial business, so that it is possible to develop both," added Jean-Marc Pailhol. Allianz has…