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SBD/April 26, 2011/Facilities
Overstock.com Likely To Gain Entitlement To Oakland-Alameda Coliseum
Published April 26, 2011
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BRAND AWARENESS: The rationale behind what is a short-term deal by naming rights standards is almost entirely branding. Salt Lake City-based Overstock is changing its name to O.co. The O.co name aligns with the company’s international ambitions, is an easier name for mobile commerce, and fits with the company’s transition from a closeout/discount retailer to a general merchandiser. The company was founded in ‘97 as D2Discounts Direct and ironically much of its early business was from liquidating the inventories of failed dot-coms. Overstock.com had revenues of $1.1B and earnings of $15M for its most recently completed fiscal year. The Oakland stadium name will likely pick up the O.co name, but not immediately, sources said. With the Marlins moving to a new ballpark next year, the Oakland facility will be the last with MLB and NFL teams, making it close to a year-round marketing platform for O.co. What is officially the Oakland-Alameda County Coliseum was called Network Associates Coliseum from ’98-‘04 and McAfee Coliseum from ’04-08 through a prior entitlement deal.