Yanks to keep Stadium's hallowed name

NEW YORK -- No one does the Yankees as well as the Yankees. No
professional sports franchise carries itself so consistently, so
majestically and, at the same time, so simply. The Yankees know their
place in the game, in the city and in the stylebooks. They understand
that putting names on the backs of their uniforms would constitute
heresy and would prompt scorn, that changing their color scheme would
provoke protest and to stage home games anywhere other than an arena
named Yankee Stadium -- 1974 and 1975 notwithstanding -- would be
counterfeit, disingenuous and, well ... spiritually wrong.

Maintaining their understated ways and protecting their image of
tradition often is a savings -- what expense can be incurred by not
changing their logo? The Yankees' steadfast sameness seldom is an
economic measure.
This time it is, though, and one of enormous fiscal consequence. The
location of Yankee Stadium is to change in 12 months, from one side of
161st Street to the other. Not so the identity of the arena in which
American sports' most storied franchise conducts its business. Fifty
million dollars per year would buy an Alex Rodriguez annually or a
Jorge Posada perennially. But the Yankees say they have purchased
perfection permanently by rejecting all naming right inquiries.