I have never really associated Wrigley Field with the gum even though I know the obvious connection is there, but it really is no different than Turner Field and TBS. Sure, the connection is there, but I don't think of it as a TV station stadium. I certainly recognize that the man that it is named after a media mogul, but the advertising connection is almost nil to me. Maybe I am different than the average person, but that is how I feel. I also can look at the Winston Cup. I never really thought of the Winston Cup as advertising (again, probably just me) until they made a big deal about the name change and now it is obvious as they rename the series more often than Pac Bell Park. I also question how often people will think of the new name, but having it there does hold value to me and many others, I'm sure. Think about Sox Park, The Coliseum in Oakland, The Ballpark in Arlington, The Skydome, Dolphin Stadium over the years changing it's name, Candlestick Park, among others who's names have changed over the years, but yet many people cannot tell you what these places are named today. I say this because I am not sure of what the value is in buying naming rights to a place like Wrigley Field. Aside from the opening montage of ESPN Sunday Night Baseball when they slap the name up on the screen, how often would the sponsor name be brought up? I think that the name Wrigley Field has limited connections to the chewing gum and that the value of the naming rights are limited for such a venue even though Wrigley Field is so famous.