Hennequin said he would choose pillows over macarons--pastries produced by Lenotre--when it comes to investments. However, the company would like to continue working with the caterer, which supplies food for the company's high-end hotels, he added. Accor has shed assets over the years in order to focus resources on the hotels business, most notably its vouchers diviple of years ago. But sports sponsorships became harder to sell during the recession, and the business hasn't fully recovered. Baseball's Texas Rangers hasn't found a name sponsor since ending a deal with mortgage lender Ameriquest in 2007. Today, it's still simply Rangers Ballpark in Arlington. New football stadiums in Dallas and outside New York still don't have sponsorships. Dallas Cowboys owner Jerry Jones might have missed his best chance when his new stadium hosted the Super Bowl in February. Now, with an NFL lockout dragging on, there's a chance of missing games this fall. Recent deals have been underwhelming. Miami did a 1-year deal to rename the home of the NFL Dolphins Land Shark Stadium after a beer promoted by singer Jimmy Buffett, then it cut a 5-year agreement with a Canadian company. It's now Sun Life Stadium. In Jacksonville, Fla., the football stadium had no corporate name for two years after a deal ended with Alltel, a phone company acquired by Verizon. Finally, a local bank ponied up for EverBank Field. Andrew Zimbalist, a sports economist at Smith College, said the financial crisis and recession hurt the market for naming rights. As consumers cut back, he said, companies questioned ever-higher prices for sponsorships. "I don't think that the market is collapsing, it's just not as rich as it used to be," Zimbalist said. He suspects that some teams, including the Cowboys, are turning down reasonable offers in hopes that sky-high prices come back. Marc Ganis, president of Chicago-based sports business consulting firm Sportscorp Ltd., said CEOs may be gun-shy about naming deals after Citigroup was criticized for paying the Mets while getting $45 billion in federal bailout money. American Airlines considered giving up its Dallas and Miami arena rights in 2003, when it hovered near bankruptcy. Company officials said such a move has not been considered since. American's parent company, AMR Corp., has lost nearly $12 billion in the last decade. It's hard to determine the value of a company's nam