What's in a name?

So the word is Albany’s Pepsi Arena is going to become the Times Union Arena. The official announcement is expected later this morning.

The arena, which is owned by Albany County, was originally called the Knickerbocker Arena (known as “the Knick” for short). The county sold the naming rights to Pepsi 10 years ago for $300,000 a year.

When the deal expired, the county upped its price to $350,000 a year for 10 years, and no one bit—not even Pepsi. So presumably the price has been lowered (by how much we still don’t know) and the TU has jumped on it.

This makes it one of the few venues named after a newspaper. The St. Petersburg Times Forum is the only other one that leaps to mind.

So let’s get to the big question: what do we nickname (or perhaps “knickname”) the arena. Shortening it “the TU Arena” is obvious.

Since the paper also used to run the now-defunct Knickerbocker News, how about calling it “the Knickerbocker News Arena?”

My pick: they should call it “the Rex” after TU editor Rex Smith.

UPDATE: It's official. The TU is reporting on its site the arena will become the Times Union Center effective Jan. 1. It's seems they're going to pay the asking price of $350,000 for 10 years.

From the article:

''We are taking one of what will be many steps toward becoming a more diversified media company,'' [Times Union Publisher Mark E.] Aldam said.

He called the investment ''a great marketing opportunity'' for the newspaper.