2 of 7
The good: O2 Arena
The good: O2 Arena
The UK-based mobile phone carrier worked with naming rights company AEG to gut what was previously known as the Millennium Dome and turn it into "the O2." AEG President of Global Partnerships Todd Goldstein says this a textbook naming rights deal that gave the venue a new, better identity immediately after it opened for the first time as the O2 in 2007.

"You want that name to become part of the vernacular," Goldstein says, and he feels like the O2 has.

Part of the reason it worked so well is because O2 got into the stadium from the ground up, says Goldstein. "We're not splashing up signs and logos, we're incorporating our brand as part of the core component," Goldstein says.

Now, O2 wants to build on the brand strength it has gained from the deal. Goldstein says the company plans to name new buildings in Hamburg and Berlin.

NEXT: The good: KFC Yum! Center
Last updated March 30 2011: 2:36 PM ET
Controller-free everything Motion-sensing technology is moving beyond video games and into the real world. More
Meet Groupon's groupiesBeing the biggest daily deals site in the U.S. today means the inevitable onslaught of copycats, including Facebook's expanded Deals offerings. From LivingSocial to Yipit, a roundup of some of the most notable daily deal sites out there, proving that imitation remains the best form of flattery. More
Inside the NFL's $9.3 billion money machine As NFL owners and players fight over professional football's amazing riches, Fortune and Sports Illustrated teamed up to crunch the numbers for an unprecedented look at the game's GFP (gross football product). More

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.