Overstock.com is to slap its new brand, O.co, on the Oakland Raiders stadium in California, bringing yet more exposure to the .co top-level domain.
The company bought the stadium naming rights back in April, and was pushed into the rebranding now because the sign needs to go up, according to AdAge.
Presumably, whenever American football fans tune into a broadcast or read the sports pages, they’re now going to be exposed to the .co brand.
Not many TLDs have that claim to fame. According to Wikipedia, the only other stadium in the US currently named after a domain is the Jobing.com Arena in Glendale, Arizona.
Overstock has been so good for .CO Internet’s marketing, it’s easy to forget that the company actually paid for the domain, splashing out $350,000 a year ago.
I’d hazard a guess that if the registry had known just how prolific the O.co brand would become, it would have given the name away for free.
Currently, the domain o.co redirects to overstock.com, but the site logo refers to “O.co, also known as Overstock.com”.