New Delhi (AP) – Computer super power Dell has taken corporate sponsorship to the next level. Following in the proud tradition of the Coors Brewing Company, America West Airlines and RCA, Dell has decided to sponsor something on a much larger scale – a nation’s capital.

Pioneering the concept of putting your companies name on an arbitrary public attraction was America West Airlines in 1989. For a mere 26 million dollars AWA purchased a 20-year contract to have its name plastered all over the arena that houses the Phoenix Suns and Coyotes (NBA and NHL respectively). By all accounts this was a good deal. Less than a million dollars a year to have your name mentioned in every single televised home game for the two Phoenix franchises as well as the millions of faithful Phoenix fans and residents that pass by the arena every year. Compared to the 180 million paid by Royal Phillips Electronics to get their name onto the arena that houses the abysmally unexciting Atlanta Hawks and Thrashers (again NBA and NHL respectively) for 20 years, the AWA deal could be considered nothing less than a steal.

But those are small fries in the world of mega corporations and Dell decided that one upsmanship might be the only way to save it’s dwindling stock prices. Ignoring the fact that the move of it’s customer service representatives to India has alienated many of it’s faithful customers, Dell has made an offer to add an additional “L” to the name of the capital city along with a slight case change. The new city will be named New DELLhi and those visionary executives at Dell could not be happier.

We feel that this a move that has been a long time in the coming. Corporations have been spending billions of dollars a year in advertising costs, but we feel we have found a way to both figuratively and literally get our name on the map. This represents a new day, both for Dell Computers and for the country of India.
- Michael Dell, CEO Dell Computers

The Indian president was equally happy:

The Country of India has benefited greatly from the introduction of employment opportunities from offshore call centers. As the world’s largest democracy we also feel we should be the leader in allowing corporations to use our land, buildings, and cities for their own means. We look forward to more opportunities with both Dell and other corporate entities.
- Smt. Pratibha Devising Patil

She also alluded to a city experiencing unexpected growth named “Vyara” that a particular pharmaceutical company might be interested in. Apparently Americans are not the only ones addicted to the little blue pill. While no real dollar figures have been publicly discussed, insiders believe the deal may have cost Dell as much as 10 billion dollars. The sponsorship is rumored to be for 10 years.