Corporate sponsorship have become one of the major ways sport clubs around the world generate revenue. But a multi-million dollar deal for the right to name a stadium sometimes produces a name that doesn’t sit well with the fans.

CCTV America’s Roza Kazan reports.Follow Roza Kazan on Twitter @rozakazancctv

The Chicago White Sox, a venerated brand name in U.S. major league baseball, a three-time World Series champion and an inspiration for a Hollywood classic, “Field of Dreams.”

Fans called the team’s original stadium Comiskey Park, “The Baseball Palace of the World.” It was a legendary brand name in baseball.

But the White Sox are about to change the name of their home field for a third time. A Chicago-based mortgage lender paid for the right to name the stadium Guaranteed Rate Field, a name a lot of fans dislike.