December 22, 2011
Maybe it's just end-of-year contract cancellation time, but this week has seen a relative whirlwind of naming-rights reversals: A national pizza chain announced it was taking its name off of FC Dallas' soccer stadium, while the Indiana Pacers' arena got a new name thanks to a corporate renaming, the Miami Dolphins' stadium is getting one thanks to its namesake company closing up shop in the U.S., and the Sacramento Kings' arena could get one depending on how its sponsor's bankruptcy proceedings go.
All of which is pretty much old hat in the sports world by now — this will be the eighth name for the Miami stadium in 25 years — but it does make you wonder how much brand value a stadium name when nobody can remember what it's called. (Quick, anyone: Where do the Oakland Raiders play?) So far, companies still seem willing to throw their name onto any building that might get it on the lips of national sportscasters — just look at the San Diego Chargers' stadium, which got a new name that will last only from last Sunday through next Wednesday in order to promote its usual sponsor's new cellphone chip at three major football games. But how long will it last, especially if announcers stop making as many references to stadium names-of-the-week.
It's possible to imagine, even, a world where entire articles could be written about stadiums without ever bothering to mention who has paid to advertise on their sides. But no, that could never happen.
