Sports stadium and arena naming rights are a multibillion-dollar industry. But does putting a company's name on a stadium or arena translate into big business? A 2007 study by Temple economist Michael Leeds found no link between a company's decision to lend its name to a sports facility and its share prices. "There was all this talk about branding and name recognition, all these different buzzwords that go out," Leeds recalled, "and the one thing that we kept waiting to hear — in vain — was, 'What does this do to profits?'"