Most of the roughly 110 companies that have paid for the right to put their names on sports stadiums say there's more upside than downside. But a 2003 paper in the Journal of Sports Economics that tracked the stocks of 54 companies for 20 days after the signings of such deals showed that only two showed a statistically significant difference — and in both cases, the stock price fell. "Naming rights is about one thing: boys with toys," says the study's co-author, Michael Leeds, an economics professor at Temple.