This paper describes the applications, benefits and risks of using naming rights at sports stadiums for branding purposes. Naming rights offer a broad range of marketing activities. For the arena operator, the selling of the naming right generates an additional source of income. In this context, our own research was undertaken to compare the naming right activities and contracted revenues in Germany, Europe and USA on the basis of selected examples of stadiums. Further, it shows the options of naming rights and discusses the main communicative functions to a sponsor and the branding possibilities.