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The owner of the building gets to decide. For some buildings of significance - like sports arenas - the naming rights can be worth millions of dollars and the owner will sell the naming rights to a company.
When Chicago's Sears Tower was sold to the Willis Group Holdings insurance broker, the building got renamed from the Sears Tower to the Willis Tower.
San Francisco's Candlestick Park is now known as 3Com Park, while the Washington Redskins field in Landover, Maryland didn't have a name until they sold the naming rights, and now the building is known as FedEx Field.
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