• Variety, Wednesday, October 15, 2008 9:17 AM

Dodger Stadium does not want to go the way of other sport venues that turn their backs on their traditional names in place of a revolving door of paid corporate names that leave fans cold.

Instead, the Los Angeles Dodgers team has retained the William Morris agency to seek strategic branding opportunities that include naming rights on properties around Dodger Stadium. Rather than putting a sponsor's name on their stadium, the team is exploring sponsorships for everything from the bullpens, baselines and team dugouts to a new retail and restaurant facility to be built next to the ballpark.

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