That's what I think. My sports marketing teacher, however, seems to think that's poppycock. (Granted, he's a Sox fan and thinks the whole idea that fans are loyal to a stadium name is ridiculous). He thinks whatever minor (his word, not mine) backlash there is will actually benefit the company who buys the rights because they will get free media exposure. I disagree - but he's made insane money off of marketing and I'm a college student. So we'll see.