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

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Fee paid by Las Vegas casino GoldenPalace.com for the right to name a Virginia woman’s unborn triplets
$12,000

Fee the company paid to name a previously unknown species of monkey found in Bolivia in 2005 (Callicebus aureipalatii; “of the golden palace”)
$650,000

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Highest bid offered during an auction sponsored by U.S. Marine Sergeant Cody Baker for the right to rename him (as “FreebeeStore.com”)
$30,000

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Fee proposed by New Berlin, Wisconsin, district schools to buy the right to name their football fieldhouse
$500,000

To name a school conference room
$25,000

To name an auditorium seat
$250

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Fee paid annually by Coca-Cola Corporation for naming rights to Minute Maid Park (football stadium) in Houston, Texas
$6,000,000

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”)
34

* ”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. GoldenPalace.com fees and Boston Garden: Wikipedia. Cody Baker: OnTheCommons.org/David Bollier. New Berlin schools: NPR/WUWM radio, Milwaukee. Coca-Cola: ESPN.com Sports Business. Naming rights deals: Naming Rights Online.

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