After a five year run, internet retailer Overstock.com and the JPA are calling it quits on their naming rights deal at the Coliseum. The deal apparently was not terribly lucrative for either side. The JPA realized $2 million a year, making at best a slight dent in ongoing debt and operations costs. For Overstock, which more or less stopped using O.co in the US, the name was more a source of confusion and mild derision than revenue growth. Here’s how confusing the name situation was and still is:
Why is Overstock.com known as O.co internationally?
Over the last few years, Overstock.com has expanded to countries all over the world. However, we discovered that “overstock” doesn’t always translate well. To minimize the confusion created by translating the word “overstock” into other languages, we decided to use O.co for our international sites.
So many welps. At least Overstock has found some success partnering with the A’s, so their partnership will continue. As for the stadium, I and most everyone I knew called it the Coliseum. Just as we didn’t call it the Network Associates Coliseum or McAfee Coliseum (or even UMAX Coliseum), we didn’t use O.co and probably won’t use any future name either. I can’t blame the JPA for trying to get some revenue out of this, but they can’t blame the fans for holding on to the edifice’s rightful, classical name. Even the downright bureaucratic sounding “Oakland-Alameda County Coliseum” has its own air, or at least Chris Berman thinks so.
Frankly, when you go through so many names, it’s probably time for a new ballpark.