Well, they already sell the naming rights to stadiums, so why not bridges or roads?
In order to generate funds for road maintenance, Virginia governor Robert McDonnell is proposing the state sell the naming rights to its bridges and highways. Not everyone's buying the idea, though:
Transit systems are already selling naming rights for stations -- AT&T Station in Philadelphia, for example. And legislation to allow school boards to sell the naming rights for school cafeterias has been introduced in Florida. But the idea is controversial.
"My initial reaction is that the thought of my GPS telling me to take the Starbucks Bridge and make a right onto Burger King Drive is rather depressing, and would represent yet more ceding of public space to private interests," said Max R. Ashburn of Scenic America, a Washington, D.C.,-based group.