Because naming rights have a very real, tangible value and you can sell them to further your mission?

I guess Jerry Jones could have named his stadium "Dallas Cowboys Football Stadium" and that would have certainly told you everything you need to know. But instead he called it AT&T stadium and pockets $400 million. Both Jones and AT&T are happy. Same principle applies to colleges and hospitals.

Because they needed to raise a lot of money to build the new campus.[0] SF Children's was at the old location, Benioff Children's is at the new location.

[0]https://www.ucsfbenioffchildrens.org/maps_and_directions/par...