What's in a name?

Stadium naming rights; could you imagine St Andrew's called anything else?

Well, the famous old Blues ground came close to a rebranding a few years back.

Karren Brady, in her newspaper column, spoke about Mike Ashley's decision to rename St James' Park, ludicrously so in most people's eyes, but not hers.

She admitted: "I sold sponsorship for everything that moved at St Andrew's and lots of things that didn't - including my briefcase when I first took over.

"Maybe I'd have quashed, say, St Andrew's Liver Salts but I can't see much wrong with Jaguar St Andrew's Stadium. After all, what's in a name? But it would be a brave chairman who did a deal with Winalot."

Putting to one side the usual cheap gags that fill the column, there was a serious undertone to the former MD's latest offering.

She was in negotiation with an internet electronic retailer to change the name of St Andrew's, and from what I remember, it came close to fruition.

It was not common knowledge at the time and, for whatever reason, the deal fell through.

So let's count our blessings that we don't roll up to the dabs.com stadium every other Saturday.