SociableSport

Dons at Cambridge University have clashed with their campus bosses by expressing concern over potential plans to sell naming rights to the University Library in a process the Telegraph describes as, "selling to the highest bidder."

Professor Gill Evans, a member of the university's Regent House governing body, said: “At this rate, one might set off for the University Library one morning to find it turned into a branch of Tesco with an internet café." 

Such a superficial assessment of sponsorship's benefits can be attributed what Evans herself describes as "a lack of consultation". Although we have recently seen with sports stadia that changing the name of established properties can be perceived as insensitive to the establishment in question, there is also much to praise in successful partnerships between brands and rights owners beyond the financials alone.
 
The University said the move was the “ultimate commemorative naming opportunity" and said the benefaction would mark the 800th anniversary of its founding." But this isn't the only thing a potential sponsor should bear in mind. The extra funding could help the University to recruit more underprivileged students or assist current students in achieving their potential beyond University life. It could improve campus facilities and ultimately help the staff maintain the quality of the University's emphatic research and teaching reputations. The right name, with the right plans, can make positive waves for the University.
 
It's a little frustrating to see so much negative press for naming rights deals in the UK. With Newcastle United and Chelsea upsetting their fans with talks of renaming their historic grounds, Cambridge had a real opportunity to rubbish the 'Tesco' mindset that is tarnishing naming rights deals and set out a non-financial agenda.
 
Naming rights is not just about raising funds, but about enhansing reputation, building relationships and fostering opportunities that benefit all stakeholders. I hope that the Cambridge campus can include all faculty and students alike in their plans and start discussions not by asking, 'how much funding do we want to achieve?' but, 'what sort of partnership do we want to create?'
 
If it's a partnership that stretches on for another 800 years, it is well worth planning carefully.

Loading mentions Retweet