Overstock.com Goes with O.co Coliseum — O, .Co!

Big Stadium gets a .Co brand.

When the .co registry disclosed the prior week that it had broken through the one million domains registered barrier, Overstock.com (NASDAQ: OSTK) stated it had another big .co related notice on tap for today.

And here it is: the firm will name the Oakland-Alameda County Coliseum (where the Oakland Raiders and Oakland Athletics play) the O.co Coliseum.

The firm bought six year naming rights in April. Big props to Elliot Silver for being the first (I believe) to suggest that these naming rights could involve .co.

While the press release announcing the O.co naming still refers to O.co as merely a shortcut, it appears to be much more than that. In an AdAge article, firm executives say they are gradually changing the name of the firm to O.co. They liken the process to Kentucky Fried Chicken changing to KFC. The firm also points out that O.co is great for international business since Overstock is sometimes hard to translate.

Another big win for the .Co marketing team.