Abstract
In Japan, naming rights have become a popular way to secure independent financial resources due to the financial difficulties faced by local governments. In naming rights, the local government and the company in charge of purchasing the naming rights consult with each other in consideration of the advertising effect and social contribution of the facility to which the naming rights are granted, and reach an agreement on the contract price. However, it is difficult to determine a standard price for naming rights because it is not known what kind of company will purchase naming rights and at what price. In this paper, we use data from the 2019 survey of naming rights contract information in Japan to identify factors that affect the contract price of naming rights, which has not been well addressed in Japan. The results of this study provide some insight into the determinants of naming rights prices in transactions with large contract prices in Japan. In addition, we can calculate the core amount of money from the factors affecting the contract price of naming rights, which will facilitate the smooth formation of an agreement.
https://ror.org/05sj3n476 
