speaking of naming rights, I was involved with U.S. Cellular, a Chicago-based wireless company, when the Chicago White Sox decided to sell them for Comiskey. At that time, Chicago native, Joan Cusack (Sixteen Candles, School of Rock) was the spokesperson in our advertising campaign. The local sports radio jocks refused to call it U.S. Cellular Field, and instead referred to it as "The Joan." Needless to say, the U.S. Cellular team were not happy. Guaranteed Rate has subsequently purchased the rights.