Key Factors

• Model USA is barred by licensing rights from naming the Tremendous Bowl, the NFL, the Olympics, Lollapalooza, or Burning Man in its worldwide campaigns, regardless of proof these occasions pull overseas guests.
• Las Vegas Conference and Guests Authority CEO Steve Hill mentioned utilizing occasion names requires shopping for a sponsorship on high of the internet hosting price, making naming rights a separate line merchandise in a vacation spot’s finances.
• Vacation spot entrepreneurs work across the guidelines with unbranded copy, as Model USA did with its “Extra to Love” World Cup marketing campaign, whereas some depend on utilizing names and coping with the implications later.

Abstract

Model USA cannot say “Tremendous Bowl” in its worldwide advertising and marketing, and that restriction is shaping how locations promote main occasions. Talking at Skift’s Dwell Tourism Summit, Model USA Chief Advertising and marketing Officer Leah Chandler mentioned the group is aware of NFL video games drive worldwide visitation — viewership outdoors the U.S. rose 10% between 2023 and 2024, and the 2026 sport drew an estimated 90,000 guests from outdoors the Bay Space — however licensing rights block it from naming the occasion, the league, or the groups. The identical limits apply to Lollapalooza, Burning Man, and the Olympics, together with venues and athletes. Las Vegas Conference and Guests Authority CEO Steve Hill mentioned naming rights require paying to sponsor the occasion on high of the price a metropolis already pays to host it. Locations are left advertising and marketing across the occasion: Model USA’s “Extra to Love” marketing campaign leaned on World Cup goodwill with copy that by no means talked about the event. Chandler mentioned model names act as an amplifier fairly than a requirement, and famous that many entrepreneurs use group and venue names anyway on the idea they’re going to be requested to cease later.