For many years now, former football player (that's soccer to you Americans) Gary Linekar has represented crisp (chip) manufacturer Walkers. Once upon a time they renamed Salt and Vinegar flavour "Salt and Linekar" in his honour.
Then Michael Owen, another footballer, became popular, and a little boy wrote to Walkers suggesting they rename Cheese & Onion "Cheese and Owen". They had to turn him down, because they pay marketing people lots of money to come up with.... well, actually, a few months later, precisely this exact idea.
Nobody's tried renaming Honey Roast Ham flavour crisps as Honey West Ham, though.