In Rouen, the future sports arena will be named “Kindarena,” in homage to the Kinder brand owned by the Ferrero group, which recently signed a naming rights agreement with the Rouen, Elbeuf, and Austreberthe metropolitan area for a planned opening in September 2012. Similarly, in Morzine-Avoriaz, the ice rink at the Palais des Sports et des Congrès (Sports and Convention Center) will be named “Skoda Arena,” in connection with the hockey team sponsored by the car manufacturer. These naming rights initiatives represent new sources of funding for municipalities, allowing them to improve their infrastructure. They also offer brands the opportunity to present themselves in a different light. Unlike traditional sponsorship, which involves supporting a sports team or a project, naming rights commit brands to supporting an entire city, or even a region. This allows them to move beyond the realm of products and consumption to play an active role in local life. This approach demonstrates that brands can offer benefits beyond mere enjoyment or health. Thus, a comprehensive brand strategy represents a coherent project focused on a clear vision of the actions to be taken so that the brand can offer consumers distinctive and relevant benefits.