49ERS MAY BE THE BIG WINNERS IN THE CANDLESTICK NAME CHANGE
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).