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== Social connotations ==
In some places, and especially in the UK and United States, the naming or renaming of arenas or events is usually met with disapproval from the general public. Some people see it as an example of a [[selling out]],<ref>[http://news.bbc.co.uk/1/hi/business/4485821.stm "Glastonbury: a corporate sell-out?"], BBC</ref><ref>[https://www.theguardian.com/music/2005/aug/26/3 "Dreading festival"], ''[[The Guardian]]'', 26 August 2005</ref><ref>{{cite web|url=https://www.golfchannel.com/|title=Golf News, Tournaments, Tours & Leaderboards|website=Golf Channel}}</ref><ref>[http://www.news.com.au/heraldsun/comments/0,22023,24540298-661,00.html "Farewell Telstra Dome"], ''Herald Sun''</ref> especially when they see no obvious benefit to themselves. They often refuse to use a new name, preferring instead to use a non-branded name, especially in colloquial situations. [[Rebranding]] can also lead to confusion.<ref>{{cite web |url=https://www.independent.co.uk/opinion/columnists/david-lister/david-lister-could-o2-stop-spoiling-my-rock-gigs-1001097.html |archive-url=https://ghostarchive.org/archive/20220618/https://www.independent.co.uk/opinion/columnists/david-lister/david-lister-could-o2-stop-spoiling-my-rock-gigs-1001097.html |archive-date=2022-06-18 |url-access=subscription |url-status=live |title=David Lister: Could O2 stop spoiling my rock gigs? |last1=Lister |first1=David |date=2008-11-08 |work=The Independent |access-date=16 May 2011}}</ref> In such cases, there may be a lengthy period during which the property is known by both names. A common example is [[Willis Tower]] in [[Chicago]] which was and often still is referred to as the "Sears Tower", even though the building was sold
Sporting events such as the [[FIFA World Cup]], [[UEFA Euro]], [[Olympic Games]] and the [[Paralympic Games]] prohibit the use of corporate-sponsored name on stadiums, construing the practice as a form of [[ambush marketing]]. Any stadium that uses a corporate-purchased name must always be referred to in all event-related media (including live broadcasts) by a generic name (e.g., [[General Motors Place]] was referred to as "Canada Hockey Place" during the [[2010 Winter Olympics]]). On the other hand, [[Toyota Stadium (Japan)|Toyota Stadium]] was referred to as "City of Toyota Stadium" during the [[2019 Rugby World Cup]] to avoid confusion as a form of ambush marketing, although the stadium is '''not''' named after [[Toyota|Toyota Motor Corporation]], but the [[Toyota, Aichi|name of the city in which the stadium is located]]. The regular corporate signage of a site, including billboards and deck advertising, is usually covered up in these cases; in the FIFA case the signage is replaced solely with FIFA sponsors. However, with the near-universal use of [[Light-emitting diode|LED]] ribbon boards, scoreboards, and sideline boardings since the mid-2000s in most major league sites where only known sponsors have advertising displayed, "neutralizing" an arena has become a much easier process than in the past.
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