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Tuesday March 9, 2010
What's in a name?

By Rick Horrow and Karla Swatek

What's in a name?

Once upon a time stadiums had relatively innocuous names. More often than not they were named after the team's founder (Joe Robbie), a nearby geographical feature (Fenway Park) or even the team itself (Yankee Stadium). Sometimes, of course, there was a happy synergy when the team's owner could name it after himself and also promote his company at the same time (Wrigley Field). The days are gone. The size, prominence, and cost—which can easily soar into the hundreds of millions—and marketing potential of these vast arenas simply make the opportunity to monetize the naming rights too tempting to ignore. While some fans may grumble—or snicker at—some of the names, management loves these deals.

The eventual cost of these deals depends on a variety of factors, including the venue's location, primary tenant, and the number and depth of events the place can hold. Annual deals range from free (in exchange for providing 90% of the financing, Nationwide has indefinite rights for the Columbus Blue Jackets' arena) to $400 million for the Mets' new home at Citi Field and the planned Barclays Center in Brooklyn. The as-yet-to-be-determined naming deals for Cowboys Stadium and the new Meadowlands are expected to set industry records.

For an overview of some of the quirkiest naming rights deals, check out the following slideshow.