JACKSONVILLE, Fla. -- He used to be known as Jason Sadler.

He's a recognizable figure: First Coast News has done 5 stories on him and his various business ventures over the years.

Here's a few:

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Jason devised the brilliant idea of wearing variousbusinesses't-shirts and getting paid to do it.

His latest ideainvolvedauctioning off his last name.

For a winning bid of $45,500 by a head set company, he is changing his last name to Jason HeadSetsDotCom.

He said he's changing his name legally, and will put his new name on all of his social media outlets.

And that's quite a reach.

He has more than 40,000 followers on Twitter, and 20,000 subscribers to his two Facebook pages.

Sadler will be Sadler until January 1.

But on the first of the year he'll officially become Jason HeadSetsDotCom.

He said the deal is keeping the last name for a year.

"It's been fun," he said of the whole auction. "You never know where this journey is going to take you when it comes toentrepreneurshipand online marketing."