[Sylvanfan]

Looks like they're basically paying for the name in hopes of getting the league some interest and press. IIRC Lamar Hunt was a founder of the MLS, and he also founded the AFL. The AFL did some pretty odd things in it's day to try and get in the spotlight. After floundering for a lot of years the NFL eventually took them seriously and let those teams in. Perhaps they figure one guy who's well known may put some folks in the seats and that it could eventually lead to them attracting other big players down the road.