Put Your Company's Name Here

Last month the Phoenix Mercury opened a new chapter in American sports when they announced a partnership with LifeLock. In exchange of an undisclosed sum of money, the identity theft protection company's name replaced the "Mercury" and "Phoenix" on the team's home and away jerseys. Soon after, the Los Angeles Sparks followed suit with an agreement with Farmers Insurance Company. Many other franchises are pursuing similar deals.

While this practice has been common in Europe for decades, it's a first in the United States. While the purist side in many of us may be appalled, the truth of the matter is the WNBA needs all of the financial help it can get right now. Moves such as this help ensure the long-term survival of the league.

Unlucky Lynx

Just four days before their season opener, Lynx head coach Don Zierden dropped a bombshell on his team by resigning to take an assistant position with the NBA's Washington Wizards. Former WNBA all-star Jennifer Gillom was left to pick up the pieces. Minnesota responded well, racing out to a 4-1 start behind the strong play of Seimone Augustus. Then on June 17, during a loss at Phoenix, Augustus exited the game in the second quarter with an injured left knee. Two days later, an MRI revealed a torn ACL. Augustus' season is over and the Lynx playoff chances may have gone with her.

5 Questions With Candice Wiggins Of The Lynx

Q: Going back just a few weeks, you had a different coach and a healthy Seimone Augustus, how long ago does that seem right now?
A: It seems kind of distant, but also very recent. The season goes by so fast, you don’t really have time to sit and mourn the loss of a great player. It is hard, hard for me I think especially because I learned so much from Seimone last summer. It's tough, but it does seem kind of longer than it's been.

Q: You're a player who's been a leader in college; almost carried your team to a National Championship. Are you looking at this as an opportunity to assert yourself more?
A: Yeah I think so, but the role was definitely different in college … It is just important for me to bring my best qualities out. We've got other players who were leaders for their teams in college as well.

Q: Last week, Gillom said she felt you had taken a step back and let Seimone kind of take over. Is that something you consciously did?
A: I came off the bench last year; it was always Seimone's team. When you have a leader like that, you have to play the role that works for the team. When Seimone was healthy, that was the role that worked for the team. Now she's not, so we have to re-establish roles.

Q: You have a lot of new teammates this year. How long did it take for you to get adjusted to them?
A: I knew a lot of them -- LaToya (Pringle), Rashanda (McCants) -- I knew earlier. Renee (Montgomery) and I played against each other (in college). You just have to embrace your teammates. The season is so short, you have to come together as a team really quickly.

Q: You are very involved with AIDS awareness and prevention -- it is something that is very personal to you?
A: I think it is really important for everyone to have a cause they stand behind and that they are passionate about. For me, that happens to be HIV and AIDS prevention and education. I have a foundation based on those principles. I also endorse "Until There is a Cure"…I have a lot of help from people letting me know about events that are going on in the community so I can partake in them. You have to make time for things that are important to you.

A Bad Boy's Bad Timing

With his team limping out of the gate to a 1-2 start, Detroit head coach Bill Laimbeer abruptly resigned on June 15. Laimbeer, who won three league titles in six seasons with the Shock, said he quit to pursue a job in the NBA. While nobody doubts Laimbeer's coaching ability or his desire to work in the league in which he played 14 seasons, the timing of his decision is puzzling.

Star guard Deanna Nolan said it best, "I don't know if I would say I'm disappointed that it came after three games, but it is certainly weird," Nolan told the Associated Press. "It would have made more sense to me if it had come before the season or even at the All-Star break."

And Finally…

Congratulations to three former the WNBA players -- Jennifer Azzi, Cynthia Cooper and Jennifer Gillom -- who were inducted into the Women's Basketball Hall of Fame in Knoxville, Tenn., on June 13.