"More than any other sport, research has shown that baseball fans have an inherent interest in nostalgia and tradition," said Jonathan Jensen, a sports marketing consultant and professor of sport management at Merrimack College. "For true baseball fans, it's one of the attractions of the game. In addition to some of the MLB ballparks being older, this makes it a riskier proposition for a corporation to sign on to a naming rights deal with a MLB ballpark. You're just never going to see a name attached to Fenway, Wrigley, or Dodger Stadium."