Because naming rights have a very real, tangible value and you can sell them to further your mission? I guess Jerry Jones could have named his stadium "Dallas

Because naming rights have a very real, tangible value and you can sell them to further your mission? I guess Jerry Jones could have named his stadium "Dallas Cowboys Football Stadium" and that would have certainly told you everything you need to know. But instead he called it AT&T stadium and pockets $400 million. Both Jones and AT&T are happy. Same principle applies to colleges and hospitals.