April 27, 2011, 2:12 PM

E-commerce scores with a stadium branding deal

Overstock.com buys the naming rights to the home of the Oakland Athletics and Oakland Raiders.

Lead Photo

An artist's rendering of the new stadium sign.

Score one for web-only retailers: Overstock.com Inc. today said that it had bought naming rights to the Oakland-Alameda County Coliseum, home to the Oakland Athletics baseball team and the Oakland Raiders football team.  Overstock did not say how much it paid for the rights, but reports said the cost was approximately $7 million.

The new Overstock.com Coliseum makes it formal debut Friday, when the A’s host the Texas Rangers for a Major League Baseball matchup. The deal runs for six years, says Overstock, No. 28 in the Internet Retailer Top 500 Guide.

"Overstock.com is thrilled to become a part of Oakland and Alameda County, and to be associated with the Raiders and the A's, two globally recognized championship teams," says Overstock.com chairman and CEO Patrick Byrne. "The Overstock.com brand is a great fit with these teams and with the excitement and culture of the area."

The stadium, opened in 1966, recently carried the name of another e-commerce company, McAfee Inc., which sells web security services to online retailers. That naming-rights deal expired in 2008.

The Overstock.com Coliseum appears to be the only major pro sports stadium in the United States or Europe carrying the brand of a web-only retailer. Other venues carry the names of top multichannel retailers that are part of the Internet Retailer Top 500 Guide, including the Staples Center in Los Angeles (Staples Inc. is No. 2 ), the nearby Home Depot Center (No. 39), Petco Park, in San Diego (No. 202), and the relatively new Target Field, in Minneapolis (No. 21).

The Coliseum hosts more than 100 events annually, including 10 Raiders games, 81 A’s games, international soccer matches, concerts and corporate events. Premier Partnerships, a sports and entertainment marketing firm, helped to set up the Overstock deal.   

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