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In Stockholm, Sweden, two of the largest arenas are named by companies who paid to have the arena named something not associated with their company.

Friends Arena is named after the Swedish anti bullying foundation Friends as part of the Swedbank sponsorship of the foundation.

Avicii Arena is named after the artist by the companies Trygg-Hansa and Bauhaus.

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That's pretty cool! I wish that would catch on in the US. I live next to Guaranteed Rate Field. :/

Amazon bought the naming rights to Seattle's newly-renovated NHL arena and named it the "Climate Pledge Arena."

I believe that's what the kids call "cringe ".

... but you knew exactly which companies were the sponsors, and you have a positive association with them. That's not an accident.

Of course. Companies will not spend money without expecting something back. But the sponsorships are not very obvious and you have to ready pretty far down on the about pages to find out. I would be surprised if 10% of the visitors to the arenas knew about the sponsorship.

In these cases I think it's mostly about employer branding and I think it's communicated much more within the sponsoring companies.

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