WHAT'S IN A NAME? PADRES HIRE PROSERV TO FIND OUT

          The Padres have hired ProServ to market "what could be
     the first naming rights deal" to integrate a sports
     sponsorship with an urban redevelopment project, according
     to the SPORTSBUSINESS JOURNAL's John Rofe.  The Padres hope
     to make available as many as 100 "properties" in the
     proposed 26-acre Ballpark District surrounding the new
     ballpark downtown.  Analysts say the Padres' naming-rights
     deal is "significant" because it is the first tied to a
     city-supported redevelopment project (SPORTSBUSINESS
     JOURNAL, 5/17).  In DC, Eric Fisher interviews ProServ
     VP/Naming Rights Russell Wallach on naming rights.  Wallach:
     "There is still a good three-to-five year run out there
     where we will see prices escalate" (WASH. TIMES, 5/17).