First off, this fee is to properly fund the department, not just build a stadium. Second, a corporation willing to dump say $1 million per year for thirty years for naming rights is getting a heck of a deal. Not only will their name be on the stadium, which will draw much more attention than another billboard, where the two I35's meet exposing them to thousands of cars daily, but their name will be mentioned on every future televised game numerous times, on every radio broadcast from the games, written in every game write-up, blog, etc... locally, regionally and nationally. Nobody claims the stadium is a fix all, but it will sure change the perception of North Texas and NT's committment to excellence. What kind of message does Fouts Field send to the thousands that pass by it daily? I would be pretty confident that a LEED certified brand new stadium will deliver a different message, not ony to those passing by, but to prospective students. Pretty arogant stating that you get and nobody else does.