Cities are trying to address budget gaps by pulling in new sources of revenue.
"Such deals don't offer corporations the high profile they get at stadiums in front of national television cameras -or bring in the same level of cash for naming rights-but they boost local presence.
Mass-transit stations are a hot spot. Chicago, a pioneer of the idea of naming public spaces after corporate sponsors with its Millennium Park, is soliciting bids for naming rights to bus routes and train lines. The city has already cut a marketing deal with Apple Inc. for a station the computer giant renovated near one of its stores."