It seems Chicago, home of Wrigley Field and the Sears Tower, has hired a marketing firm to explore the potential of offering naming rights to public property, programs, and other assets as a way of raising revenue. The city hopes to begin attracting corporate sponsors as soon as next spring. Any proposed sponsorship will have to be approved by an advisory committee made up of civic leaders, whose job it will be to ensure the integrity of the city's brand image.

Chicago isn't the only city to consider offering naming rights. New York has partnerships with Verizon Communications (NYSE: VZ), and Pepsico (NYSE: PEP), and the Las Vegas monorail is sponsored by Nextel (NYSE: S). Winnipeg, Calgary, and Toronto also have similar programs.

Chicago is no stranger to naming rights issues. The city has already attempted to sell naming rights to the Chicago Skyway, which links the city to the Indiana Tollway. Many White Sox fans decried the name change of New Comiskey Park to U.S. Cellular Field, and an attempt to sell the name of Solider Field ultimately went nowhere. Many Windy City shoppers still haven't forgiven Macy's Inc. (NYSE: M) for changing the name of State Street institution, Marshall Fields.

But Chicago hasn't yet found itself in the embarrassing situation that Houston did after the naming of Enron Field. I wonder if there was an advisory committee to protect the integrity of Houston's brand image?