Los Angeles' name means money to Angels.(The Orange County Register)

Byline: Michele Himmelberg

SANTA ANA, Calif. _ Angels owner Arte Moreno doesn't want to promote the city of Los Angeles or Anaheim or any name but "Angels." But he needs national recognition from advertisers and broadcasters to boost revenues, and that's why the words "Los Angeles Angels" most likely will appear one day in Anaheim.

Sports industry experts understand Moreno's strategy and say it's a necessity in the business model of pro sports. But fans in Orange County hate the notion and many have banded with the city of Anaheim, which insists that Moreno honor his contract and keep Anaheim as the team's name.

While that emotional backlash could sour Moreno's plan, experts in television, marketing and branding agree: "Los Angeles" is a lot more powerful than "Anaheim" when it comes to selling a TV product.

"From a revenue-driving perspective, it's the right thing to do," said Robert Hollander, a brand consultant for sports and entertainment companies. He works in Century City as president of Brand Sense Marketing, but as a transplant from Georgia he represents baseball's national fan, one doesn't mind …