A Different Kind Of Naming Rights

FWN teams with 3RF for 3 years
Title sponsor role struck; bed race among changes
http://www.fortwayne.com/mld/journalgazette/living/17156429.htm

From the article:

"Fort Wayne Newspapers and the Three Rivers Festival have inked a deal, making the publishing company the first title sponsor of the citywide summertime celebration.

The agreement means the festival for the next three years will officially be called Fort Wayne Newspapers Three Rivers Festival, festival executive director Shannon White said."