Say it with me now: Oakland-Alameda County Coliseum.

Feel better? You might knowing that the stadium whose original name, above, was changed to Network Associates Coliseum and then McAfee Coliseum, is reverting back to the original after McAfee’s naming rights contract ended yesterday. And to think that I unknowingly attended that final game. I didn’t even get a souvenir!

While the naming rights, at $1.3 million per year, were a pittance compared to newer facilities, that money couldn’t have hurt with the bottom line, especially considering the outstanding debt on the facility. I was told once years ago that had the A’s moved out, McAfee had early termination rights. McAfee’s shares have grown fairly steadily since the dot-com bust, but their disinterest in renewing the deal says a ton about how ineffective it was for their marketing efforts. It’ll be interesting to see what happens with future broadcasts and the mention of the stadium’s name. Will those bright red “McAfee” logos on the backs of the scoreboards be repainted soon or after the football season is over?

As for a naming rights successor – I wouldn’t count on it.