Commercial Naming of Sports Stadia

So this article from Media Week has the findings of some research that says that fans don't mind company-sponsored stadia.

What a load of nonsense. This research was conducted for Arsenal, and is obviously paving the way for some blue-chip company to pay many millions for the right to call the new Arsenal stadium something like "O2 Highbury" or "Nike Highbury".

Personally, I think that this is pretty vulgar. Highbury has always been one of the finer stadia in the country, indeed the East and West stands are listed. I'd like to see the full research methodology to see exactly how this was question was asked. As the Media Week article states, none of the fans will use the name.