(FORTUNE Magazine) – When Bank of America bought FleetBoston last year, there was one big loser in the deal: Delaware North Cos., owner of the FleetCenter. BofA ditched the naming rights immediately, and almost a year later the center is still searching for a sponsor. So in February execs at the arena (above), home to the Bruins and the Celtics, decided to do what millions of Americans do with their useless tchotchkes: Hawk the naming rights on eBay.

In mid-February they put the rights for Feb. 16 up for grabs (Celtics vs. Grizzlies), and the winner was online casino Golden Palace (the same outfit that in November paid $28,000 on eBay for a grilled-cheese sandwich resembling the Virgin Mary), for a whopping $35,099. Thirteen other games are also for sale, and winners get their names in lights on the Jumbotron as well as on the center's URL and phone system.

The good news for Boston is that proceeds will go to local charities. The bad news? With Gillette and John Hancock also having been bought within the past two years, Boston doesn't have many marquee names left to plaster on a stadium. -- Nadira A. Hira