And just like that, it was gone.
A tweet by the athletic department announced that Comcast has decided to rename Comcast Center the XFINITY Center, a change that will be enacted immediately.
The renaming process is expected to be completed well before the regular season begins. The school press release pegs mid-August as the time frame when the entire rebranding will be done (at no cost to the university). Maryland’s athletic department is self-funded, and as such remains at the whims of their benefactors, namely Comcast.
Needless to say, there aren’t a lot of fans too pleased with the rebranding:
And that’s just a small sampling of the prevailing sentiment. Still, Maryland’s no stranger to terribly named buildings. Byrd Stadium was, at one point, Chevy Chase Bank Field at Byrd Stadium, which is audibly similar to gargling with gravel. And Comcast Center was known, but it wasn’t good at any point in time. Maryland’s still branded either way, this is just a new, slightly more awful, branding.
Personally, Maryland just needs to start referring to
Comcast XFINITY as Garyland or Gary’s House. It’s hard to get behind Comcast, one of the lowest rated companies in the United States of America who really doesn’t like the consumer and is actively trying to shaft you. The fan base can easily just ignore the name on a grassroots level and go with something else, while the corporate sponsors get their rocks off on seeing their name announced during games. That’s business, and most big businesses aren’t too popular but they do allow your athletic department to run (even if it runs in the red).
Comcast Center, we hardly knew ye. But on the bright side, at least it’s not the KFC Yum! Center that Louisville has to hang its hat on. Have fun with that one, ACC!
(Edited to clarify that Comcast decided to change the name and Maryland agreed to said change. The university itself did not change name to XFINITY, they just did not object to the changing of the name.)