I can't stand commercialization of any kind, even arena naming rights, etc. Some things just shouldn't be touched.
Also, the Stanley Cup has been the Stanley Cupp for so long, it wouldn't make sense to change it now. Though it is concievable to get used to it (ie the Brier)
Only other point is that everyone competes for the Lord Stanely's Cup, nobody cares about the Wal-mart part. big turnoff in my opinion (don't take that the wrong way)
anyway, if you make a new trophy, name it whatever, but leave history alone.