Ocho Cinco Pesos

From SI, Ross Tucker writes on Cincinnati Bengal Chad Johnson:

I can easily envision Chad or another like him changing their name to better suit one of their off-field ventures. Chad GoDaddy.com and Chad Right Guard certainly come to mind. I wouldn't put it past him. In the interest of commerce, and at its core that is exactly what it is, Chad could change his name on a yearly basis. Players get a fraction of the revenue from every jersey that is sold which bears their name and number. If the Bengals and the NFL officially switch his jersey to Ocho Cinco, that will become a hot item.

Chad is either a marketing genius who finds a way to keep his name in the spotlight or a troubled soul with psychological issues. Either way, the NFL is walking a very thin tight rope on this one. A man has a right to change his name and have his new name be recognized. But what if it wasn't just "Ocho Cinco"? What if Chad or any other player decided to pocket some additional endorsement income from his own name?

I can easily envision Chad or another like him changing their name to better suit one of their off-field ventures. Chad GoDaddy.com and Chad Right Guard certainly come to mind. I wouldn't put it past him. In the interest of commerce, and at its core that is exactly what it is, Chad could change his name on a yearly basis. Players get a fraction of the revenue from every jersey that is sold which bears their name and number. If the Bengals and the NFL officially switch his jersey to Ocho Cinco, that will become a hot item.

Tucker gives me the impression he sees this as a bad thing. I don't really know what to say about this, other than that I'm ok with whatever the Coasian solution would be if this actually started to pan out. Could a terrible or hated player extort fees from advertisers to keep him from changing his name to theirs? Now that would be interesting to watch unfold.