The 2010 AATBL AGM boldly went were no AGM had been before.  Yes, the epithet market has been ever-so-slightly deregulated.

Now, if Brand X wants to trade up to a less “home brand” ATB name, or if Shane wants to go back to his former tag of “Cannonball”, there is a relatively painless process by which this can be achieved.

The 2011 Naming Season is open until the end of April 2011.  If a player wants to change his name, or another player’s name, he need only email the league and propose the new name.  The proposal must be matched by a bid of a donation to a charity of the bidder’s choice.  If another player (or player group) wishes to make  a counter-proposal, the counter-proposal must be defeated by a greater bid.

Will we see the return of the Kind and Gentle Motherchucker Champ?  Will Brand X out-bid him with a $45 donation to Cat Haven, leaving the former MoChu as Teflon?

Not surprisingly, there will be a vague but distinct requirement that any proposed name not be offensive.