success that we've got to put an emphasis on a name that will excite that part of the market." The campaign, once it is launched, will be a short one, perhaps only 10 days. It's expected that the CFL team will have a name by late January or early February. "I've always said there are a number of nice-to-haves and one of them is an R name, but it's not a must-have in my mind. Certainly that has an appeal," said Hunt. "A name that connects with Ottawa's history is a nice-to-have, but not a must-to-have. That's what the Rough Riders were, a name that had a connection to Ottawa's history. But is that why people supported the Rough Riders in the '80s? I've talked to thousands of people who really didn't know the origin of the Rough Rider name. And, in fact, the origin is a matter of debate. I don't know that I know exactly yet what the origin of the name is. We did a pretty exhaustive piece of research on that topic and it was inconclusive, even through historians." Hunt will be drawing on his experience as 67's owner when it comes time to pick a football team name. "I make the comparison to when I bought the 67's and the barber pole jersey tested horribly among children. They didn't like it," said Hunt. "I remember saying to our ad agency ... think about the San Jose Sharks, for awhile they had the No. 1-selling jersey