Project 250 organizers said they scoured the city looking for privately owned sites but concluded the only viable location was near the sports complex. The FDR Park location guarantees that the name of the velodrome's sponsor will be visible from I-95 and Broad Street, said Senechal, who once owned the New Haven Beast, a hockey team. The business model for operating sports arenas today relies heavily on lucrative naming-rights deals and corporate sponsors.