What type of sponsorship deal involves naming the event after the sponsor?

The type of sponsorship deal that involves naming the event after the sponsor is known as title rights. In this arrangement, the sponsor's name is integrated into the official name of the event, providing the sponsor with substantial recognition and branding opportunities. For instance, a marathon could be named "The [Sponsor Name] Marathon," which helps to enhance the sponsor's visibility and association with the event.

This kind of deal is particularly valuable for sponsors because it creates a strong connection between the event and the brand, potentially attracting more attendees and generating greater media coverage. Title rights sponsorships are often seen in high-profile events such as stadiums, sports events, or large festivals where the name of the sponsor can reach a broad audience and become synonymous with the event itself.