Matters of Scale: Pricey Names

babies with dot-com names

Fee paid by entertainment mogul David Geffen to the University of California/Los Angeles to name its new medical school after him
$200 million


Fee paid by Las Vegas casino for the right to name a Virginia woman’s unborn triplets

Fee the company paid to name a previously unknown species of monkey found in Bolivia in 2005 (Callicebus aureipalatii; “of the golden palace”)


Highest bid offered during an auction sponsored by U.S. Marine Sergeant Cody Baker for the right to rename him (as “”)


Fee proposed by New Berlin, Wisconsin, district schools to buy the right to name their football fieldhouse

To name a school conference room

To name an auditorium seat


Fee paid annually by Coca-Cola Corporation for naming rights to Minute Maid Park (football stadium) in Houston, Texas

Total estimated value of current major sports naming rights deals in the United States
$4.3 billion

Number of times the former Boston Garden (now the TD Banknorth Garden) has been renamed for a fee since 1993 (including, for two days, “Yankees Suck Center”)

* ”I would to God thou and I knew where a commodity of good names were to be bought.” William Shakespeare, King John.

SOURCES: Geffen School: Dig In Research, Inc. fees and Boston Garden: Wikipedia. Cody Baker: Bollier. New Berlin schools: NPR/WUWM radio, Milwaukee. Coca-Cola: Sports Business. Naming rights deals: Naming Rights Online.

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