[QUOTE=SaintCad]
As for the stadium naming rights issue, I was using that as an example of a bona-fide advertising expense that is at heart questionable. Is spending $10,000,000 to have a stadium named after your company HONESTLY expected to generate $10,000,000 more in revenue or is it a ploy so that retained earnings is 10 million less at the end of the fiscal year?
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[/QUOTE]
As pointed out by others, the company is still out the 10 million dollars, paying taxes on that 10 million would “cost” the company much less.
Here is a very simple version of what happened in my town. The univerisity decided they wanted to take football to the next level. To do that they needed a new modern stadium that could hold more people. The idea being, more people coming to the games = more money. More money=being able to get better coach. Better coach=better players coming in. Better players coming in= more games won. More games won= more money being made.
So that all sounded good, but who would pay for the new stadium? The school asked the local/state politicians for the money. Politicians didn’t want to take it from any existing programs. So they considered raising taxes. The people in the city didn’t want their taxes raised just for a new stadium.
So Papa John “says, I will fund the new stadium if you call it Papa John’s Stadium.” That was seen by all as a win-win. All the fans start ordering Papa John’s pizza as a thank you. A few years later we are quite happy with our Orange Bowl winning team, happy to a have another nice venue in the off season for wedding receptions, corporate events, etc. It would be really hard to count all the benefits to both our city and Papa John’s by having that stadium. Many jobs building it, staffing it. Increased out of town guests helping the tourism which employs many people. Papa John now has many in demand luxury boxes he can use to reward venders. He is extremely well thought of here. That will = more sales for him.
There is no way the taxes he would have paid on the money he spent to build the stadium would have been able to do all the good that the money did by building the stadium.
I also see the same thing happen with charitable donations. I am on the board of several local charities and I have seen first hand what the money and items the big corporations in town donate does for our community. I don’t mind at all that the money and items they give us is not taxed. It goes much farther when given directly to those who know best how to help those who need help.
And it isn’t just the big corps that can help this way because of the way the taxes are structured. I went into a little shop of a woman who made jewelry. We talked for a bit and she told me of her first year mistakes, and how she was worried if she could stay open and fulfill her dream of supporting herself by her art. It had been a very slow first year for her. She was learning from her mistakes, but she wasn’t sure she would last long enough to benefit from what she had learned.
Somehow the subject came up, and I mentioned I was doing a silent auction to raise money for retired racehorses that needed homes. She went into the back of her shop and gave me a bunch of horse earrings, necklaces, bracelets etc. that she had made. She explained she had made all these things for a “horse fair.” Bad weather cancelled the fair and now she had way too many horse things, she would never be able to sell them all. By donating them to my non-profit, she could right off some of the loss, which would help keep her afloat until her next big event where she would know better to make things that would sell after the event as well.
So she got a break which helped her on her taxes, and I was able to auction off her items and give the money directly to the farm that fed, housed and retrained horses in need. I also handed out her cards and listed her in our program which I know resulted in her getting a few more sales which will help her as she builds her new business.
So from my experience, I like that business has incentive to do non-traditional things with their money and goods. Things look different when you can see how the current set-up helps not just the business, but many other people as well.