Naming Rights ?

If you can name a beautiful new stadium after a company,willing to pay,to have their name up there,why can't we sell the naming rights to a piece of pavement.Think about the signage on the QEW and 403. CIBC PKWY-3 k. RBC EXPWAY- NEXT EXIT,CocaCola Stadium-NEXT EXIT,ect. The name of the stadium and the parkway,could be the same.I know you will get signage for the stadium on the 403 and the QEW,but,you will get even more signage(and money)if the roadway itself,is of the same name.Just a thought.