I don't believe that is the intent. They will likely add something to the front end, similar to what others have done....Messa/Achilles, and I believe U. of Minnesota has a campaign going for their Williams Arena basketball barn,.....which is 20 years older than HFH. Heck, Matthews Arena (the original Boston Garden) is being demolished, and there is no more iconic barn in all of college hockey. Times change, buildings get old. You don't have to like it, but its SOP these days for naming rights sponsors to kick off major fund drives. If Marty wasn't at the helm I would be more skeptical, but I can't say it enough, the guy is legit.