Exactly. As long as there's more money to improve the team I don't care one way or another. I agree. I was surprised at the vehemence of some of the negative opinions expressed here, although I shouldn't have been, as I've experienced a parallel situation to this one: From 1913 to 2006 my soccer team back home in London played at "Arsenal Stadium" - which we all just called "Highbury" (for the part of London it sat in). In 2006, the club moved to a new Stadium they had built (with private money) which held a lot more people. They did this to stay financially competitive. A part of that was, unfortunately, the sale of naming rights for the new Stadium (after 93 years of the same Stadium with the same name) - which were purchased by Emirates Airlines, leading to "Emirates Stadium". Much like the reaction here, Arsenal fans were up in arms about it at first but, like the views quoted above, we also realized that it was necessary to help keep the team competitive, so we stopped complaining. As we all hated the new name, most of us just seemed to adopt the phrase "going to The Arsenal" (which had been used by some for a long time anyway) or something similar, and that got us around our angst about the name. The thing to remember, as said by others here, is that it's just the name on a building. If Mark Attanasio uses that money to improve the team and the fan experience, I'm all for it - even if the name becomes a mouthful. I'll just say "I'm going to The Brewers" instead of "I'm going to Miller Park".