It's nothing new to chastise college football bowl game names, which seem to feature a new less-than-historic entrant to its series each year. While fans can get fired up for the Rose Bowl or Sugar Bowl, it's hard to feel excited for events like the GalleryFurniture.com Bowl and the San Diego County Credit Union Poinsettia Bowl. And it's easy to forget corporations have to shell out big bucks to attach their names to these games, too. Even something like the GMAC Bowl, one of the more forgettable contests, costs the troubled auto lender about $500,000 each year. Then again, maybe these companies are onto something. Consider the case of Canadian insurer Sun Life Financial, which paid up to $7.5 million per year for the naming rights of the Miami Dolphins' stadium, which housed the Super Bowl earlier this month. According to sports measurement firm Front Row Analytics, the deal generated over $26 million in free TV exposure for the Sun Life brand.