Constantly. I name my competitive teams after my friends basing the pokemon's use on my team on the personality of the person its named after. So i can feel like my friends are always with me and in battle with me (like in sports, particularly, hockey since my friends and i play a very, VERY physical form of Hockey).
Other then my main team, I nickname my other pokemon of things they remind me of or I just think are cute or witty.
For exampled I named my Palkia Saturn V because that was the first rocket to send humans to the moon and return them. And because Palkia is the pokemon of space. I also named pokemon like Solrock Helios and Lunatone Diana (artemis in roman mythology) because its something they portray. I named pokemon like ditto whore because of waht it is to me (breeding whore), and my pokemon i use solely ot learn non battle functional hms (in my opinoin the only one to really be worth using in battle ever made so far was Surf, though i hear the new hms are better), HM Sluts I, II, III, etc. however many it takes and can mix and match (I have somewhere int he neighborhood of seven HM sluts not from different Generations, because its always awesome to hav ea pokemon that new Dive in the third gen transfer to the fourth gen where dive is useless and nearlly unheard of since only one or two pokemon learn it naturally and its no longer an HM or TM.)
So yes, always because its fun to see how long you can name something without running out.
Other then my main team, I nickname my other pokemon of things they remind me of or I just think are cute or witty.
For exampled I named my Palkia Saturn V because that was the first rocket to send humans to the moon and return them. And because Palkia is the pokemon of space. I also named pokemon like Solrock Helios and Lunatone Diana (artemis in roman mythology) because its something they portray. I named pokemon like ditto whore because of waht it is to me (breeding whore), and my pokemon i use solely ot learn non battle functional hms (in my opinoin the only one to really be worth using in battle ever made so far was Surf, though i hear the new hms are better), HM Sluts I, II, III, etc. however many it takes and can mix and match (I have somewhere int he neighborhood of seven HM sluts not from different Generations, because its always awesome to hav ea pokemon that new Dive in the third gen transfer to the fourth gen where dive is useless and nearlly unheard of since only one or two pokemon learn it naturally and its no longer an HM or TM.)
So yes, always because its fun to see how long you can name something without running out.