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49ERS MAY BE THE BIG WINNERS IN THE CANDLESTICK NAME CHANGE
Published September 13, 1995
The 49ers stand to make $3-$4M on sale of Candlestick Park naming rights to 3Com, according to the S.F. CHRONICLE. While neither the team nor 3Com will confirm details, that is more than the reported deal between 3Com and the city of San Francisco (Matier & Ross, S.F. CHRONICLE, 9/13). BACKLASH: AD AGE's Jeff Jensen notes part of the backlash over the deal is due to 3Com not having a recognizable name in sports. Jensen: "They should have prepared the world for this kind of big leap into some serious controversial sports marketing. ... If it was Nike or some other company and we expect them to make the splash, then that's fine" (Linda Tsai, SAN JOSE MERCURY NEWS, 9/12). BEST DEFENSE IS GOOD OFFENSE: 3Com is running a full-page print ad: "Who on Earth had the gall to put their name on such a sacred place as Candlestick? ... [In smaller type] Ummm. That would be us" (SAN JOSE MERCURY NEWS, 9/12).