BangBros, the adult film company has announced their plan to submit a $10 million bid for the naming rights to the Miami Heat arena.

This comes on the heels of American Airlines announcing this week that they will not be renewing its naming rights to the arena which expires at the end of 2019. In a statement made Thursday, the airline company wrote:

“American Airlines is proud to call Miami home. […] We are not seeking to renew naming rights for the arena, but remain the official airline of the Miami Heat and continue to invest in programs that support the community, where 13,500 American team members live and work. We wish Miami-Dade County well in their search for a new sponsor.”

BangBros wasted no time in submitting a bid for the arena’s naming rights after American Airlines’ announcement. The Miami-based adult film company issued an official announcement about the move via Twitter and stated that if accepted, the arena would be named The BangBros Center or “The BBC” for short. While many believe this to be a publicity stunt by the company, NBC Sports’ Jessica Kleinschmidt confirmed that the bid is legitimate.