When brands buy the right to name a building after their brand x, it’s called “naming.” But it is a risk to use places that consumers already have a relation with. Don’t use naming, as raping of strong relations be twin fans and their tribe places. Sometimes is better to think twice before buying places as famous Madison Square Garden in NY and turn it to a naming place just because you have the money and can do so. For fans how have been going to this tribe monuments for generations it will be mix feelings (most brand managers don’t want to have meetings with hooligans). But if it’s done when a new building is getting build it can be seen as a corporate social responsibility, a good way to tap into the local community. If it ad value into being a fans, the experience ore save money on tickets etc it will make sense. But at the same time its really strong and personal feelings for a lot of fans naming their stadium – this is a consumer fighting for the colors like warriors on a mission (they are not the type of people how call consumer support to complain – they take action).

When these state-of-the-art stadiums and arenas are built, fans of all ages will spend decades cheering on their teams in a venue named after a (presumably) financially-robust corporate brand. Brandchannel.com

It is also important to see the naming project over a long time period, at least 10 year. “Enron Field” doesn’t sounds like a good idea today, after Enron its previous names for the stadium has been “Astros Field” and latest “Minute Maid Park.” Coca-Cola, paid a price exceeding $100 million for the naming rights to the stadium for 28 years. Paying that kind of money and then get a nickname like “The Juice Box” is not fun but it’s the fans how owns the right to create nicknames. A good start to find a naming project is to look at how old the stadiums are at the places you like to try out a naming project (but do get the fans singing for you not against your brand).