Photo Courtesy of The Star  St. Vincent Children's Hospital Renamed   Daniel Lee The Indianapolis Star Article Archived: 7/22/2008 Peyton Manning played a starring role before playing even a single down this new NFL season. The Colts quarterback -- along with wife Ashley, parents Archie and Olivia and many young patients wearing blue No. 18 jerseys -- crowded into the atrium of St. Vincent Children's Hospital for the announcement that the hospital would now be known as Peyton Manning Children's Hospital at St. Vincent. The renaming grew out of the relationship St. Vincent has had with Manning dating to 1998, the year he was drafted. St. Vincent said the new name will prove to be a valuable tool to raise money and awareness across the state. "I'm here today because Indiana is my wife, Ashley's, and my home," said Manning, 31, who high-fived young patients as he made his way to the podium. "In the NFL, the name on the back of the jersey is emblematic of a player's commitment to contribute any way he can to the success of that team," he said. "For me having the name on the front of this building carries with it much the same: a weighty responsibility to contribute to the many victories ahead at St. Vincent's." Manning has made many visits to meet with young patients at the hospital and participate in holiday parties. His charitable PeyBack Foundation has events such as pizza parties and zoo trips for young patients. But Vince Caponi, chief executive of St. Vincent Health, said having the 78-bed pediatric hospital carry Manning's name will help the facility raise significantly more money to help expand its reach and mission throughout Indiana. The announcement was well-timed, with the football world focused on Indianapolis as the champion Colts kick off the NFL season tonight against the New Orleans Saints on national TV. "Peyton, he loves the Colts," said Caponi, who added the hospital approached Manning about the name change. "I think it was important for him to have a legacy here in Indianapolis." Caponi said Peyton and Ashley made a monetary donation to the children's hospital, but they asked that the amount not be disclosed. Manning is receiving no money for the use of his name. St. Vincent, as part of its ongoing affiliation with Manning, makes contributions to the PeyBack Foundation. Manning's super-celebrity stature was on full display Wednesday at St. Vincent Children's Hospital, which opened in 2003 on the hospital system's 86th Street campus. Kids cheered wildly as Manning made his way to the podium for the announcement. Other young patients and family members watched from the windows overlooking the hospital's multi-story atrium. "It was exciting," said Sydney Taylor, a 14-year-old cancer patient from Brownsburg who introduced Manning at the event. Sydney had missed out on an earlier chance to talk with Manning because she was in surgery when he visited the hospital. That's just the sort of star-struck reaction St. Vincent will be hoping for as it uses the Manning name to raise funds and its profile statewide. "It certainly brings immediate positive name recognition to the hospital," said Daniel Smith, dean of Indiana University's Kelley School of Business and an expert in brand management. "St. Vincent will certainly benefit." However, he added that there are potential risks with an organization naming something after someone so young. Smith said Manning seems to be a person of the highest character, but he added, "You hope they're always being seen favorably, but you never know." St. Vincent, though, is not the only hospital system to attach itself to a still-in-his-prime sports star. The Carolinas Medical Center-Northeast in North Carolina opened the Jeff Gordon Children's Hospital after the NASCAR driver donated $1 million in 2005 toward the new hospital. Archie Manning, a former NFL quarterback, said his son's work with St. Vincent stands apart from his many touchdown passes and football accolades. "I'm very proud of Peyton for a lot of things," Archie said, "but today I feel like we're witnessing Peyton's greatest moment as he reinforces his commitment to help all the children in this state."