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EAST RUTHERFORD, NJ-The subject of naming rights has been on the table ever since construction started in early 2007 for a new 82,000-seat stadium for the NFL’s New York Giants and Jets. The new venue will replace the existing Giants Stadium, which both teams share as tenants of the New Jersey Sports & Exposition Authority, and since both teams will co-own the new facility on land leased from the state, the name Giants Stadium would obviously no longer be appropriate.

And the new stadium could be close to having a name. According to published reports, the teams are deep in discussion with Allianz, the Munich-based financial giant, on putting that company’s moniker on the stadium. The teams and potential sponsor would not comment in response to those reports.

But sources with knowledge of the discussions confirm that they are indeed taking place, and have put some numbers on the possible eventual deal. The stadium itself, slated to be ready for the 2010 season, is costing $1.3 billion, and the final naming rights deal could reach nearly half of that number. The cost could be anywhere from $25 million to $30 million a year for 10-20 years, according to sources, putting the final deal in the expansive $250-million to $600-million range. Anything in the range would be a new record for such a sponsorship.

The New Meadowlands Stadium Co., the joint venture of the two teams that’s overseeing construction of the stadium, has already sold two of the four naming sponsorships relating to the facility’s four corner entrances. In June, the company revealed that Anheuser-Busch and MetLife had signed on for two of the portals. Final details have yet to be released, but sources put the numbers at $8 million a year for 20 years for each of the two.

If those numbers hold up, the four corner portals would generate nearly $650 million over the next two decades. And if the overall naming rights package hits the high-end $600-million mark, the total take on major sponsorships of the new stadium would approximately equal the cost of building the venue.

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