The best and worst stadium naming rights deals

A well loved brand name on a shiny new building can be a big hit in town, but what happens when naming rights deals -- or the companies doing the naming -- go sour?

1 of 7
Farmers Insurance just signed the most expensive naming rights deal ever, for the stadium project that Los Angeles hopes will house a future NFL team. The insurance company will pay developer AEG $700 million over 30 years, banking on the fact that attaching its name to that building will bank it some brand equity -- not just among Los Angelenos, but also with the football league's national audience.

But naming a stadium doesn't pay off every time. When it works, it can put a previously staid brand's name on the tongues of everyone from rock concert-goers to political conventioneers. When it doesn't, it can wind up being an expensive public relations mess.

Here are some examples of stadium names that worked out great and some that flopped.

NEXT: The good: O2 Arena
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.