The Marylebone Cricket Club, owners of Lord's, has denied that they are considering selling the naming rights of the famous cricket ground.
MCC chief executive Keith Bradshaw, said on Wednesday there is "no way" they would rename the home of cricket as part of a multi-million-pound redevelopment.
"I just want to reassure people that there's no way we would rename Lord's," Bradshaw told BBC radio, denying a report in The Times, London.
"It's the home of cricket, the hallowed turf. It's not an option at all. It's something that we wouldn't consider, and in fact I even have a real problem even considering renaming the stands within the ground that are now dedicated to famous cricketers.
"It's not on the agenda, it's not on the cards and there's no way we'll be going down that path," he added.
The Times had reported that the ground in northwest London could be turned into a super-stadium and its naming rights sold to a sponsor as part of a 400-million-pound redevelopment.
'That is obviously an option but you reach a point at which you do not want to sell your soul,' Bradshaw was quoted as saying, while adding that he hopes to sell sponsorship packages to India before exploiting naming rights..
The redevelopment, The Times said, is designed to increase seating by about 7,500, create an underground cricket academy, a brasserie and a bigger museum.
The Lord's revamp, it added, could also offer naming rights for the ground's seven stands, which are currently named after famous cricketers.
But Bradshaw told the BBC: "I couldn't see the day, certainly in my time, when we'd want to be naming them after a sponsor. I do feel to a degree that would be selling our soul.
"We have so much to offer at Lord's and I think it's about protecting our history for the future."