If Jay-Z has his way the new name on the side of the Continental Airlines Arena could be the same one that's on the front of Baby Daniel's dope boy polo shirt. Rocawear is in negotiations to become the naming-right pat to the Meadowlands arena.

He will face stiff competition from rival fashion brands Izod and Southpole, but the eventual sponsor can expect to pay more than $600,000 a year for the naming rights.

Southpole made the highest bid, offering nearly $2 million a year, according to one official who asked for anonymity, since the authority is not commenting on the proposals until a new namesake is chosen.

The Bergen Country Record reports that The New Jersey Sports and Exposition Authority, which is handling bids for the naming rights, said a new name for the arena would be chosen as early as October 4th. The winning bid will hold the naming rights for two years.

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