Kentucky May Sell Out

University of Kentucky basketball is big business. The Lexington Center Corporation knows this as well as anyone. As a result, they recently began seeking offers for naming rights to perhaps the state's most famous landmark outside of Churchill Downs: Rupp Arena.

Lexington Mayor Jim Gray assured that irregardless of whichever brand wins the bidding war, legendary Kentucky Coach Adolph Rupp's name will remain in the title. However, "State Farm Rupp Arena" just doesn't seem to have the same ring to it.

Rupp Arena always sells out, so do they really need to sell out?

The growth, and subsequent commercialization, of college sports is a good thing for taxpayers and athletic departments. Its impact on the athletes themselves is negligible. The effect on the fans is a bit more complicated.

Over the past ten years, Freedom Hall and Shea Stadium have given way to the KFC Yum! Center and Citi Field, respectively. Giants Stadium is now MetLife Stadium. Athletic Directors, Owners, and City Councilman have been blinded by the dollar signs associated with naming rights.

Unfortunately, tradition has lost out. The transition is entirely logical. Executives are responsible for maximizing revenue. How then can they turn down the prospect of multi-million dollar long-term sponsorship deals?

But at what expense? Generations of sports fans came through the turnstiles of run-down Shea Stadium. Two World Series rings were won on that field. Young children will never understand the odd allure of that facility in the Queens. They will only know the sparkling new stadium that is a dream come true for corporate partners, irregardless of the lowly landlords.

Given the trend of naming rights, one has to wonder how much longer landmarks such as Fenway Park, Yankee Stadium, Lambeau Field, and Michigan Stadium will maintain their names.

Michigan Stadium, for what its worth, also doesn't allow any corporate signage within its turnstiles. And yet, the Athletic Department remains profitable.

Unfortunately, David Brandon's program is the anomaly. Other organizations need every endorsement dollar possible to operate effectively. As a result, they will gladly exchange a bit of tradition for a whole lot of cash.