Beneath the longest headline known to man or blog, I examine the possible fallout of the NYC subway’s first-ever naming-rights deal:

That resounding “Ewwwww!” you heard emanating from Brooklyn was the sound of locals discovering that as part of Bruce Ratner’s revamped deal with the MTA for the Atlantic Yards site, he’s set to get naming rights to the Atlantic Avenue subway station. If it’s approved by the MTA board tomorrow as expected, the new station name — which as Ben Kabak notes at Second Avenue Sagas would bear the unwieldy moniker “Atlantic Avenue/Pacific Street/Barclays Center — would presumably be put in place once Ratner’s new basketball arena opens, which is set to happen any century now… [read more]