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Tuesday, September 28, 2021

Naming-rights deals don’t get much more fun than this: Candlestick Park (once, briefly, 3Com Park), home of the San Francisco 49ers, will now be known as Monster Park, to the tune of $6 million.

Why Monster Park?

The name comes from its new sponsor, Monster Cable Products, a San Francisco-area company which sells audio cables such as those connecting guitars to amplifiers.

“Monster has always been an unusual name. But at least within the consumer electronics industry it’s a famous name,” Monster Vice President David Tognotti said in an interview.

I got news for you, Dave: I seriously doubt the park’s name will raise much recognition for your company, in northern California or anywhere else. The first company that came to mind when I read the stadium’s new name was Monster (formerly Monster.com), which already has far better brand recognition. And I bet I’m not going to be the only one.

In my opinion, Monster Cable just threw away their money. Online job network Monster is going to end up with a lot of unintentional exposure out of this, and it won’t have spent a penny. Meanwhile, even people in San Francisco will remain in the dark about the park’s true naming-rights sponsor.

What is it about San Francisco? This sounds like just another 404 error in the city’s ballparks.

- Costa Tsiokos, Tue 09/28/2004 07:44:55 PM
Category: Advert./Mktg., SportsBiz | Permalink |


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