Signals of onomastic capital

From transhistorical roots to the contemporary globalized trend of sponsored names

Abstract

Proposing and elaborating upon the concept of onomastic capital as a multidisciplinary lens for socio-onomastic research, this article considers some of the historical underpinnings that contribute to onomastic capital, before focusing specifically on the recent dramatic growth in the phenomenon of selling naming rights to (semi-)public spaces. This marketization of names has been especially visible in sports and entertainment venues. To examine emerging naming patterns and practices resulting from such name sponsorship activity, the article explores a database of onomastic material from a variety of European contexts: England and Wales, Finland, Germany, Italy, Norway and Scotland.