Back to The Ballpark

Tom Hicks finally made a good move with the Rangers. The owner who has completed countless dismal trades and established a perpetually bad pitching staff deserves credit for an off-the-field decision this time. He jettisoned the unpopular name of his popular ballpark. He had no choice but to sever ties with Ameriquest Mortgage, really. But he could have resold the name. Instead, he realized the power of name recognition by bringing back The Ballpark in Arlington -- with only a slight modification.

Hicks added Rangers to the name. Still, Rangers Ballpark in Arlington is much more palatable than Ameriquest Field in Arlington, especially to those of us who never warmed up to the corporate name. There's a lesson to be learned here: Selling the naming rights to a stadium, while initially lucrative, can prove much more troublesome -- and less valuable -- down the road.