Name the Arena

Companies are playing hardball with Arena by Janny Hu for SFGate.com

The question becomes how much the Oakland facility realistically can command. Around the Bay Area, the Coliseum's contract averages slightly more than $1 million a year. The 49ers sold the naming rights to their stadium for about $6 million for four years. The Giants have a $53 million pact with SBC through 2019, and San Jose's HP Pavilion is valued at 15 years for $47 million.

Rowell and Bonham believe some of the local deals are "substantially undervalued." All of the neighboring facilities also have hoisted new signs from recent takeovers and makeovers.