If I am not mistaken, the money for the naming rights you already got from some other company - forgot the name - in that 12 yr, 85 mil contract or whatever. From then on, it is up to that company to whom they would outsource the naming rights - Samsung, Thai, Red Bull, etc.. ... the name of the stadium would go to the highest bidder among those ... doubt it would add any more money to Juve's share, though, no matter which company wins the bidding.