The final frontier.

NASA's administrator Jim Bridenstine has directed the space agency to look at boosting its brand by selling naming rights to rockets and spacecraft and allowing its astronauts to appear in commercials and on cereal boxes, as if they were celebrity athletes.

While officials stress that nothing has been decided, the idea could mark a giant cultural leap for the taxpayer-funded government agency and could run into ethics regulations that prevent government officials from using public office for private gain.