Monster Cable Products, which supplies high-performance speaker cables to rock groups such as the Rolling Stones and Aerosmith, bought the naming rights to the San Francisco stadium used by the 49ers.
The 49ers reached a four-year agreement with the company, which is based about eight miles south of San Francisco in Brisbane, Calif. The 44-year-old stadium, known as Candlestick Park, will be renamed Monster Park.
David Peart, the 49ers' vice president of sales and marketing, declined to discuss financial terms of the agreement. The San Francisco Chronicle reported that Monster Cable would pay $6 million for naming rights through 2007.
"Monster Cable is a local company that has a strong national and international reputation as being the best of the best in their industry," Peart said. "That was important to the 49ers from a marketing and branding standpoint."
The stadium was originally named Candlestick Park for the point of land it was built on. It was called 3Com Park from 1996 to 2001 before reverting to its old name after the 3Com contract expired. A city ballot initiative could complicate the new agreement. Four city supervisors have put a proposition on the November ballot to keep Candlestick Park as the stadium's name. "Voters and sports fans are fed up with the intrusion of corporate marketers into every part of our lives and culture," said Matt Gonzalez, president of the board of supervisors.
-- From News Services