Del Mar Fairgrounds officials plan to renew their efforts to sell naming rights to raise cash for improvements, it was reported Thursday.
Fairgrounds officials hope to sell the rights to change the name of the popular event venue for between $1 million and $1.5 million a year for 10 years, The San Diego Union-Tribune reported.
Naming rights would allow the sponsor's name to be prominently displayed on signs and employee uniforms, and to be included in ads and other publications.
The 22nd District Agricultural Association, which runs the fairgrounds, first attempted to sell naming rights in 2001 but those efforts failed.
Fairgrounds Chief Executive Officer Tim Fennell told the Union-Tribune that part of the problem seven years ago was that the concept of naming rights was too new.
In addition to naming rights, fairgrounds officials would like to sell presenting sponsorships, the newspaper reported. Presenting sponsors would be able to select specific events to which to attach their names.