Jay-Z is fighting stiff competition from Izod and Southpole for the naming rights to the New Jersey Nets' arena.

Rocawear is in negotiations for the naming rights to the Meadowlands arena. Jay-Z, who owns a portion of the Nets, hopes to have the rights to the name, which is currently in the hands of Continental Airlines.

At the moment, the New Jersey Sports and Exposition Authority is handling bids for the naming rights, which could be decided by October 4th.

“We are pleased that the Nets have agreed to assist us in this endeavor and we are confident that the process will result in the naming rights being awarded to a company worthy of being associated with an Arena that will continue to host a first-class NBA team and outstanding events.” said George Zoffinger, NJSEA's president.

The new owner will have naming rights for two years, when the Nets move to Brooklyn in 2009.