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02/15/2014

The naming rights of a prefecture-owned park to be purchased by a Nissan dealer

The naming rights of Kenmin-no-Mori (citizens' forest), a prefecture-owned park in Ritto, has been purchased by Shiga Nissan Automobile, an Otsu-based Nissan dealer. The park will be renamed "Shiga Nissan Leaf's Forest," which is the first case of the naming rights purchased by a private corporation. Shiga Prefectural Government has been looking for companies eager to purchase naming rights of 23 prefecture-owned facilities, with their asking prices ranging from 0.1 million to 10 million yen per year respectively.

Naming rights are a financial transaction and form of advertising whereby a corporation or other entity purchase the right to name a public facility. This type of naming rights can be largely seen among sports facilities such as Ajinomoto Stadium and Kyocera Dome Osaka.

According to Shiga Nissan Automobile, Kenmin-no-Mori, a forest park covering an area of 14.4 hectares, matches the image of Leaf which is an environmental-friendly electronic vehicle manufactured by Nissan. The company will pay 0.6 million yen annually by the end of March, 2019.

"This name completely matches Kenmin-no-Mori," said Governor Kada at the signing ceremony held at Governor's Residence on February 13. "We hope that this will help establish the brand of Nissan as environment-conscious corporation, and will improve the image of Leaf which doesn't emit carbon dioxide," said Nobuo Oe, president of the company.

(Sankei Shimbun, February 14, 2014)

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