Def Jam CEO Jay-Z, who’s also a co-owner of NBA's New Jersey Nets, is making a bid to rename and rebrand the Continental Airlines Arena with his Rocawear Clothing line.

The stadium, which is located in East Rutherford, NJ, is currently home to both the Nets and the NHL's New Jersey Devils. According to the Bergen Record, Jay-Z is attempting to buy out the arena name since the Continental Airlines naming-rights contract recently expired. The airline relinquished their contract once the NHL Devils announced plans to build a new stadium in Newark, NJ. Clothing lines Izod and Southpole are also in talks to gain the naming-rights.

"We're looking forward to presentations by bidders next week and then we'll get into the process of evaluation," says New Jersey Sports and Exposition Authority president George Zoffinger. "I'm optimistic that we'll be able to over-achieve the current financial deal that we [had] with Continental."

A Jay-Z representative had no comment.