Team naming rights in sports marketing involve assigning a sponsor’s name to the sponsored team. This practice is widespread in the world of cycling, where it is evolving into increasingly sophisticated forms. In football, team naming rights primarily occur when the sponsor’s name is intertwined with a club’s historical identity, often linked to the city or region. These instances of association between the sponsor’s name and the club’s name are rare and generally involve sponsors with strong historical ties, such as their headquarters or founders, to the locality of the sports club in question. A concrete example of team naming rights in the context of Austrian football would be: