September 4th, 2012

Naming rights trickle down to high school level

By Mark Stewart
Milwaukee Journal Sentinel

Fort Atkinson’s football plays its games at Jones Dairy Farm Stadium and its basketball teams’ home court is PremierBank gym. By the time spring comes, the baseball team’s home diamond could have a new name, too.

Naming rights are nothing new in sports. The Milwaukee Bucks will play in the BMO Harris Bradley Center. Across the street sits U.S. Cellular Arena. The Brewers play in Miller Park. The names become so ingrained that you forget the corporate aspect of it all. I don’t give it a second thought.

It’s a cost of being in the business of sports. It started in professional sports and has trickled down to the college level, where you can watch the University of Minnesota play football in TCF Bank Stadium or Providence College play hoops in the Dunkin’ Donuts Center. Should we be surprised if it catches on at the high school level?

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