Oracle and the San Francisco Giants announced January 10 that AT&T Park in San Francisco will be called Oracle Park. Oracle won the naming rights to the bayfront ballpark through 2038.
Although AT&T’s naming rights agreement ran through 2019, the company informed the Giants that changes to AT&T’s corporate sponsorship strategy would give the Giants the opportunity to seek another naming rights partner and begin a new agreement one year early, according to Giants President and CEO Laurence M. Baer.
“We are thrilled to welcome Oracle as our naming rights partner as we move into our next decade here in China Basin,” said Baer, referring to the park’s location in a neighborhood along San Francisco Bay. “While there were several national and local companies interested in the opportunity, Oracle—a longstanding partner of the Giants—was a perfect fit because of its deep roots in the Bay Area, its position as a global leader in technology and innovation, and its shared commitment to community values of diversity and inclusion, sustainability, education, and philanthropy. We look forward to engaging in a model partnership.”
Oracle Park is the fourth name for the stadium, which gives fans breathtaking views of San Francisco Bay. When the privately financed park opened in 2000, it was called Pacific Bell Park. In 2003 the name changed to SBC Park after SBC Communications bought Pacific Bell. When SBC acquired AT&T in 2006, the name changed again to AT&T Park.
“We are extremely proud that one of the best and most storied ballparks in America will now be called Oracle Park,” Oracle CEO Mark Hurd said. “The Giants have always been on the forefront of bringing innovative experiences to baseball, and we are excited to continue that tradition. Together we will create an incredible fan experience and develop programs to engage and impact the community in new ways.”
Highlights of the agreement include:
- Ballpark Upgrades: Oracle will partner with the Giants to invest in a number of improvements to Oracle Park during the next five years, including the addition of a new state-of-the-art scoreboard and signage. The Giants and Oracle will also use emerging technologies to create unique experiences for fans. Additional ballpark upgrades will be announced in the coming weeks.
- Community Programs: The Giants and Oracle will develop a signature community outreach program.
- Hospitality Experience: Oracle and the Giants will build unique sports hospitality experiences to engage members of the community.
Some Bay Area fans look to this year as a new beginning for the Giants, who have won six National League pennants and three World Series championships since arriving in San Francisco. The team won the three World Series championships at AT&T Park in 2010, 2012, and 2014, and has drawn more than 3 million fans to the stadium for nine seasons in a row. In addition to the new name for the ballpark, the team has its first new general manager in 20 years, Farhan Zaidi.
History of Giants and Oracle Partnerships
Oracle and the Giants have a longstanding partnership. Together the two companies have embarked on numerous promotional, advertising, and philanthropic efforts. For example, for the past 15 years, Oracle sponsored the Giants Community Spotlight, an in-game scoreboard feature that raises awareness for issues and causes important to the Bay Area community and highlights the impactful work done by many of the Giants’ nonprofit partners.
Oracle has sponsored Giants Enterprises, the wholly owned subsidiary of the Giants responsible for the non-baseball and special events for the organization. The annual Oracle CloudFest concerts during Oracle OpenWorld have been hosted at the stadium for the past three years.
Giants Enterprises also delivered the Official Spectator Experience for the 34th America’s Cup held in San Francisco in 2013, which Oracle Team USA won. Giants Enterprises commercialized the three-month international sailing event for the first time in its 160-year history by offering shoreline tickets, producing customized hospitality packages, developing a spectator-boat license program, and managing end-to-end sales, customer service, and event execution. An integrated marketing campaign delivered sold-out dates, record-breaking sales, and incremental revenue through dynamic pricing.
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