A commodity of good names.

A Commodity of Good Names*

Fee paid by entertainment mogul David Geffen to     $200 million
  the University of California/Los Angeles to name
  its new medical school after him
Fee paid by Las Vegas casino GoldenPalace.com for   $12,000
  the right to name a Virginia woman's unborn
  triplets
Fee the company paid to name a previously unknown   $650,000
  species of monkey found in Bolivia in 2005
  (Callicebus aureipalatii; "of the golden
  palace")
Highest bid offered during an auction sponsored by  $30,000
  U.S. Marine Sergeant Cody Baker for the right to
  rename him (as "FreebeeStore.com")
Fee proposed by New Berlin, Wisconsin, district     $500,000
  schools to buy the right to name their football
  fieldhouse
To name a school conference room                    $25,000
To name an auditorium seat                          $250
Fee paid annually by Coca-Cola Corporation for      $6,000,000
  naming rights to Minute Maid Park (football
  stadium) in Houston, Texas
Total estimated value of current major sports       $4.3 billion
  naming rights deals in the United States
Number of times the former Boston Garden (now the   34
  TD Banknorth Garden) has been renamed for a fee
  since 1993 (including, for two days, "Yankees
  Suck Center")

* "I would to God thou and I knew where a commodity of good names were
to be bought." William Shakespeare, King John.
SOURCES: Geffen School: Dig In Research, Inc. GoldenPalace.com fees and
Boston Garden: Wikipedia. Cody Baker: OnTheCommons.org/David Bollier.
New Berlin schools: NPR/WUWM radio, Milwaukee. Coca-Cola: ESPN.com
Sports Business. Naming rights deals: Naming Rights Online.

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