Won't bother me a bit.

Sports, right down to Little League fields with Snickers banners hanging in the outfield, are akin to garage sales. Everything's available -- for the right price.

Remember the outcry when naming rights to stadiums first were being sold? I was keyboard-to-keyboard with those bellowing outrage at the idea of selling out our great sports venues to corporate America.

Now? Who cares. Jack Murphy becomes Qualcomm, but the structure doesn't change. The memories, the history of the place, don't just suddenly fade away when they hang new letters on the side. And, alas, the weatherstained concrete, despite all those millions being ponied up, doesn't magically transform into marble.

Dot coms and banks and orange juice companies all have their names affixed to big league venues. Shoot, the Tampa Bay Lighting play in an arena named after, of all things, a newspaper.

Fallbrook High has a deal with Nike that gets them cut-rate gear from the apparel giant. Vista has a similar setup with adidas. Those companies are saying, in effect, "Wear our stuff, and our stuff only, and we'll give you a good deal."

Works for me. Heck, Fallbrook assistant principal John Hayek said the school asked Nike officials if they were interested in sponsoring the Warriors' sparkling new field. Nike took a pass.

But they'll be back. And one day there will be a giant swoosh or some other logo painted on the turf.

High school football games are being shown on national television with increasing regularity. Torrey Pines and Poway will square off this season in a game shown nationally on ESPNU.

TV, newspapers, radio stations, Web sites -- high school sports coverage is being delivered in more ways with more regularity and volume than ever before.

That growth explosion wouldn't be happening if there wasn't a captive audience. If commercialized means satisfying a need and making a profit, then yes, you could say high school football and Little League and the National Spelling Bee are too commercialized.

But I wouldn't.

I say Clearasil Stadium has a nice ring to it.

Contact sports editor Loren Nelson at (760) 740-3551 or lnelson@nctimes.com.