The Man Booker Prize

The prize was originally known as the Booker-McConnell Prize, after the company Booker-McConnell began sponsoring the event in 1968; it became commonly known as the "Booker Prize" or simply "the Booker." When administration of the prize was transferred to the Booker Prize Foundation in 2002, the title sponsor became the investment company Man Group, which opted to retain "Booker" as part of the official title of the prize.

Hilarity on Wikipedia. That's one way of putting it. The Man Group "opted to retain" the word "Booker." You know, rather than just calling it "The Man Prize."