Can You Say Backfired?

They have been holding a contest, or an auction, I guess, and the winner gets to name the former Fleet Center in Boston. The name will be on the arena for one day. Well, it turns out that the move may have backfired:

Boston's 'JeterCenter?" -Yanks fan wins 1-day naming rights for Boston arena.

Oh well, they did cover their asses a little bit:

"Arena officials have reserved the right to approve or reject any winning bid."

Even though I am a serious Boston fan (at least for baseball and basketball) I still think they should do it. They guy paid $2,325.00 after all...