This paper aims to analyze naming rights sponsorship initiatives/experiences in public administration that can be considered as a reference, to propose guidelines for their implementation and present an overview of legislation in Brazil.
This paper consists in a qualitative research with multi-case study technique. The information was collected through secondary data, mainly from official publications relating to legislation, policies and procedures related to the topic. Documentary and bibliographic sources were used, including scientific publications, city hall websites or even reports about the cases. In addition, primary data was collected through semi-structured interviews with government representatives from municipalities with the highest number of laws, Balneário Camboriú and Blumenau, and their respective state of Santa Catarina, and in the largest cities in Brazil, Rio de Janeiro and São Paulo, and their respective state governments.
This paper proposes guidelines that can be considered for its implementation, as well as analyzing naming rights sponsorship initiatives/experiences in public administration that can be considered as a reference in Brazil and research on quantity and types of legislation.
The Leis Municipais portal, which provides information on municipal and state legislation, does not list all municipalities in Brazil. Thus, there may be more legal rules than those mentioned. Related topics for future research are also suggested.
This paper overcomes the challenge of the public administration of the creation of alternative ways to increase revenue without generating costs for the population.
In Brazil, the practice of Naming Rights Sponsorship by the public administration is still beginning with few regulatory legislation and academic papers exploring the topic.
