I have no issues with stadium naming rights as long as they are done for the right reasons. A long term commercial partnership for instance. You cannot have a better example than the Reebok. It has never had a different name, and as long as Reebok are in business I doubt it ever will. A local company who saw the synergy in their brand and Bolton Wanderers. A perfect match. The Walkers Stadium certainly fits into the Bolton mould of a local company and a football club working together, with Gary Lineker the glue that binds them together.