Continental Airlines pays $42M over the next 12 years for
naming rights to the former Brendan Byrne Arena, "yet the
company's first anticipated big bang for the bucks won't make a
sound," according to the N.Y. POST. CBS has instructed its on-
air voices to refer to the Continental Airlines Arena as "the
Meadowlands" throughout the Final Four. The network says it will
use the name it has advertised for the past year, nine months
before Continental bought naming rights. CBS Sports VP Len
DeLuca: "It's a matter of consistency. The banners and logos
for this event all read 'The Meadowlands.'" The "Continental
Arena" markings on the court during Nets games will not be
visible since the NCAA uses its own floor and American Airlines
is the official sponsor of the NCAA. "Continental" may be seen
in shots taken outside the arena. Phil Mushnick notes both
United and Northwest bought ad time from CBS and adds if
Continental had done the same, "the words 'Continental Airlines
Arena' might've been spoken to millions of viewers after every
field goal attempt" (N.Y. POST, 3/27). John Carbonell of
Regional SportsReport notes the Final Four is "somewhat of a
closed event," as only the NCAA logo is visible on the floor
(Steve Zipay, NEWSDAY, 3/26).
