What's in a Name? Depends on the Deal - corporate sponsorship - Brief Article

Unless you are a big fan of Broadway theater, you may have missed the news that the land mark Selwyn Theater has been renamed--at least for the next 10 years-- the American Airlines Theater. The deal calls for the theater's owners to receive $850,000 a year in exchange for changing the name, which has appeared on the marquee at 42nd Street near Broadway since 1918.

I happen to be a big fan of Broadway theater but, since I tend to remember plays, performances and scenery and not upon which of the dozens of Broadway stages the play appeared, I can't say I am heartsick over this next step in the commercialization of American cultural life. We've survived football and baseball stadia being renamed 3Com Park and Bank One Ballpark, and the morphing of great football institutions into the Tostitos Fiesta Bowl and the Nokia Sugar Bowl. We'll be OK, too, if Broadway billboards proclaim one corporate giant or another along with the play and its stars, especially if this new source of funds helps producers to mount more, and more ambitious, productions.

Speaking of theater, was Shakespeare correct when he wrote, "What's in a name? That which we call a rose by any other name would smell as sweet"? Or is there something intrinsically special about the name of an institution, a place or a person? Is everything for sale contingent only on shifting financial, political, career or personal needs? In our post-modern world, does anything--even one's original name--still have meaning?

As anachronistic as it may seem when described, most U.S. women have long adopted the family name of their husbands (mine did not) as they, in essence, change their identity and become new persons. Likewise, as people are transformed by an extraordinary personal, religious, political or philosophical metamorphosis--from the Bible's Abram/Abraham, Jacob/Israel and Saul/Paul to the 20th century's David Green/David Ben-Gurion, losif Dzhugashvili/Joseph Stalin and Cassius Clay/Muhammad Ali--we accept that their new identities may require new names as well.

In primitive tribes, the names of people, places and things have talismanic powers. As commerce replaces religion as a prime mover in our lives, the question will soon be: What isn't for sale, or at least for rent? Universities have long named or renamed endowed chairs, buildings and divisions for generous benefactors. A few smaller schools have actually renamed themselves for major donors. In each case, though, both the namer and the named seemed to be acting altruistically. Thus, if Harvard University were to agree to rename itself Gates University in honor of an enormous gift from its most famous dropout, that would be less unsettling than if the elite Cambridge school came to be called Microsoft University or, perhaps worse, Windows 2000 University. As silly as this example may be, it is only absurd because such a renaming would likely lead to an alumni revolt and a net loss in fund-raising. Otherwise, what separates Harvard from the Selwyn Theater?

Why stop with theaters and schools? While cities, states and the federal government can afford to be picky now that they are flush with tax revenues, at the next downturn, why not a renaming of parks, major roads, public schools and airports for marketers trying to lock in a local market? If a corporation is big enough, perhaps we can rename entire cities or states! Rhode Island or Delaware might be a cheaper naming opportunity than a major sporting event, and think of the incredible pr which would follow!

If the goal is reaching eyeballs, there's no need to stop with small states. Surely some poor Third World country would enjoy a burst of cash for the next few years. Banana Republic would not only benefit from the chance to promote itself, it could also ambush its rivals by having all of the "made in" labels for all kinds of clothing remind American consumers of Banana Republic's utter authenticity.

As for me, although it has served me well so far, I have no special loyalty to my own name. For the right amount, I'd be glad to change my name to Seth Qualcomm, AOL Siegel or even to John Deere or Harley-Davidson. I would draw the line, though, at being renamed Estee Lauder--unless, of course, it was a short-term deal and stock options were thrown in.

Seth M. Siegel is co-chairman of The Beanstalk Group, N.Y., a worldwide licensing agency whose clients include Harley-Davidson, Coca-Cola, McDonald's and Hummer.

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