The news that RFU chiefs are open to consideration for the sale of naming rights to Twickenham is good news, if it's done in the correct way.
From a traditionalist point of view the lumping of a paying sponsor's name into the title of a historic sporting venue can upset the majority of fans (just ask Newcastle United supporters), but the truth of the matter is that the way professional sport is now run necessitates such commercial ventures.
With high upkeep costs for stadiums and pay rolls to be dealt with, as unappealing as it may be the sale of naming rights to a ground can provide a crucial income revenue for a club or, in this particular case, organisation.
The key of course is to where the extra income is spent and who benefits from it, and in this area Twickenham is no different.
An RFU spokesman has this weekend been quoted in the Daily Mail as saying that while "there are no immediate plans to sell the naming rights", the "option is considered a possibility". The fact that the Mail calls the potential renaming a "radical possibility" is precisely the kind of mindset that needs to be overcome for the prospect to be embraced.
With the World Cup in less than three years' time and an upgrade to Twickenham in excess of £70 million planned (and already partially underway), the selling of the naming rights to the stadium — home to English rugby since 1910 — would provide the bulk or maybe even all of the funds needed.
"Twickenham hosts over 60 matches a year, so it is important to have the best and most durable playing surface," said the spokesman in reference to a pitch that has recently been installed and that combines plastic fibres with real grass, and which is part of the renovation costs.
"We also intend to give the best possible experience for fans that we can. Plans for stadium improvements also include ticketless entry, WiFi and concourse TV screens."
If those kinds of improvements are made in an age in which such conveniences are taken for granted, then surely the renaming of a stadium is not such a huge thing.
The real problem may lie however in the fact that the name of the stadium would have to revert to Twickenham during the actual World Cup due to IRB regulations, something that may not appeal to any prospective investors in the first place.