Another new name for the Garden

'Your Name Here' Center

After Bank of America bought Fleet Bank in 2004, it decided to pay a fee to get out of the naming-rights contract rather than sign off on a new deal to call the building the Bank of America Center.

As executives sought a new corporate naming partner, they came up with an idea in the interim: Auction off single-day naming rights to the highest bidder. The winning bidders didn't get to change the giant FleetCenter sign for a day, but had their names on the FleetCenter's website, the Jumbotron, and a message for callers to the automated phone system.

'Your Name Here' Center After Bank of America bought Fleet Bank in 2004, it decided to pay a fee to get out of the naming-rights contract rather than sign off on a new deal to call the building the Bank of America Center. As executives sought a new corporate naming partner, they came up with an idea in the interim: Auction off single-day naming rights to the highest bidder. The winning bidders didn't get to change the giant FleetCenter sign for a day, but had their names on the FleetCenter's website, the Jumbotron, and a message for callers to the automated phone system.
Globe File Photo