DALLAS ARENA IS ALL AMERICAN! NAMING RIGHTS DEAL SET

          American Airlines "is expected" to announce on Thursday     that it has agreed to acquire naming rights to the new     Dallas arena, according to Reed, Schnurman & Nix of the FT.     WORTH STAR-TELEGRAM.  Sources "familiar with the talks" said     arena developers were seeking a 25-30-year deal, worth $4-5M     a year.  The deal is "expected to include" arena signage,     playing surface signage and use of the Mavs/Stars in     "advertising and marketing efforts" (STAR-TELEGRAM, 3/16).      In Dallas, Robert Ingrassia writes that the facility will be     called the American Airlines Center.  It will be the second     sports facility to bear the American name, as the airline     agreed to pay $40M over 20 years for naming rights to     Miami's new basketball arena (DALLAS MORNING NEWS, 3/16).          THE DEAL: A source familiar with the talks told THE     DAILY this morning that the all-inclusive package is for 30-     years and $195M, or $6.5M per year (THE DAILY).