I’ve just been reading the novel Infinite Jest, and immediately struck by the originality of Wallace’s conception of corporate sponsorship. Universities such as my own have been willing to paste sponsors’ names on buildings, institutes, libraries, posts, scholarships, quadrangles, and pretty much anything else that is identifiable on a map or organisational chart, but they have left the temporal dimension barely touched. Whereas in Wallace’s novel the naming rights to years are sold off, so that a date might be referred to as 1 November, Year of the Depend Adult Undergarment, or Year of the Trial Size Dove Bar, we still name our terms for medieval feast days: Michaelmas, Hilary, and Trinity terms. Imagine if, instead, we had Nuffield Term, Sainsbury Term, and (Your-Name-Here) Term.
Of course, that is not the limit. (Of course!) There are periodic arguments in my subject over abandoning the dowdy name of “Statistics”. “Information science” and “Data science”are two alternatives that have been proposed. But if we are going to change our name, why not get paid for it? We could become the Department of GlaxoSmithKline. Across the way the Computing Laboratory would become the Department of Google. And what we now know as the Department of Mathematics would be more recognisable to prospective students as the Department of Goldman Sachs. They’re not fooling anyone.