There’s currently a chance that if AT&T has it their way, the Rams new state-of-the-art stadium in at Hollywood Park in Inglewood will have a very similar name to several other sports venues across the country.

According to the Sports Business Journal, the Rams have set the baseline for the naming rights to their future stadium at $30 million per year for at least 20 years, and AT&T has been presented with the deal and it’s “their move.”

That means that at the very minimum, they’d be locking themselves into a $600 million commitment. It’s a record-breaking asking price that shatters any other cost in the NFL. For example, per the New York Times, AT&T pays between $17 million and $19 million to have their name on the incredible home stadium of the Cowboys.

CBS Sports pointed out that a total of $600 million for naming rights is actually more than has been paid out for the rights to the two most recent NFL stadiums combined.

Mercedes-Benz is paying $324 million over 27 years for the naming rights to the Falcons’ new Superdome, and U.S. Bank is paying $220 million over 25 years for the naming rights to the Vikings stadium.

SBJ quoted Tim McGhee, the former executive director of sponsorship at AT&T, as telling them that much of AT&T’s entertainment group is relocating to either Dallas or El Segundo – which directly borders Inglewood and could explain their early interest in such an expense. “Like so many big tech brands, [AT&T] want to be a content company above all else,” McGhee said.

Related Here are renderings of what 2024 Olympics at Rams new stadium would look like

The telecommunications conglomerate currently has three U.S. sports venues that bear its name: AT&T Stadium in Dallas, AT&T Center in San Antonio and AT&T Park in San Francisco. So if they were to win the bid to name the new home of the Rams and Chargers, the only obvious option left would be AT&T Field – a name that is far too similar to the home of the Cowboys.

Rob Yowell, founder of Gemini Sports Group in Phoenix, suggested that perhaps they’d call it DirecTV Stadium, since AT&T acquired the massive cable TV provider in 2015 (per Sports Business Journal.) That’s really the only other option that would make sense, as the exorbitant cost for the naming rights to yet another stadium would have to go the main company or an incredibly profitable subsidiary.