Jay-Z in talks with New Jersey to claim rights to the Continental Airlines.
The rapper faces steep competition from clothing brands Izod and Southpole, who also seek to have the 26-year-old arena named after them.
Continental had been paying over $600,000 a year for the naming rights to the arena. NJSEA officials expect to double that figure with the new naming-rights holder. The new owner will hold the rights to the arena’s name for two years, when the Nets move move to Brooklyn in 2009.
A new name for the famed arena could emerge as early as October 4th.