Jason Sadler Becomes Jason HeadsetsDotCom as Name Auction Ends

Change nets him $45,500

What's in a name? $45,500, that's what. Jason Sadler will receive that amount for legally becoming "Jason HeadsetsDotCom" and promoting the name change through social media and other means next year. Sadler, the IWearYourShirt.com guy—yes, he built a successful business based largely on wearing corporate T-shirts—spent recent weeks hosting an Internet auction for brands to buy his last name. The competition closed yesterday, with Headsets.com emerging as the winner from among 25 bidders that made 35 bids. Sadler/Headsets tells AdFreak: "Selling my last name for 2013 was a crazy adventure. I'm excited to work with Headsets.com for the next year—and a huge thank you to my family, friends and followers who supported me every step of the way." PawnUp.com, JLabAudio, WiggityBangGames and LewisHowes.com were the runners-up, in that order, so they can suck it. Actually, I'd be tempted to rebrand myself as David WiggityBang if the price was right.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.