It's been speculated that allowing a corporate sponsor to rebrand the new stadium . . . scheduled to open its doors in 2010 . . . could net the FAI and IRFU a hefty 75m income over 10 to 15 years depending on terms of the final deal.

US firm Wasserman Media Group is managing the naming project for the FAI/IRFU in conjunction with local partner, Dublin-based Slattery Communications.

"We'll be making presentations over the next few weeks and see how the market reacts to it, " said James Wynn of Slatterys, who added that any decision would be made in light of the "historic and understandable sentiment" of the Irish soccer and particularly rugby fraternity fans who have been watching games at the Ballsbridge venue for 135 years.

The newly revamped home of Munster rugby, Thomond Park in Limerick, is expected to open its turnstiles next month with a new name in a deal understood to be worth 15m over 10 years. Mobile operator Three Ireland said it is interested in naming rights for new stadium.

"We are interested in sponsorship deals in Ireland and it would be a great fit for our rugby highlights we do with Setanta, " said a Three spokeswoman.

"The future of the game depends on investment like this.

It means the [Thomond] development committee can hand back a debt-free stadium as soon as the doors open and it then starts making money which can be channeled back into promoting grass roots rugby, " said Wynn.

Wasserman was involved in the high profile renaming of Arsenal's Emirates stadium in England where several stadia are named after corporate sponsors such as the Reebok stadium in Bolton, JJB Sports in Wigan, and Walkers Crisps in Leicester.

In Ireland, Cavan GAA's Brefni Park is named after the locally founded construction giant Kingspan, while Longford Town FC's home ground is named after warehousing firm Flancare.

Due to UEFA rules on stadium sponsorship, venues named after non-official competition sponsors are not referred to.

Bayern Munich's Allianz Arena in Munich and Arsenal's Emirates Stadium in north London have fallen foul of this particular rule.