It's not the Green Monster

As a San Francisco resident, I was unsurprised to hear that the 49ers' Candlestick Park is being renamed Monster Park as part of a multimillion dollar, four-year deal.

It made sense. Dot-coms have been known for shelling out big bucks for name rights and Monster.com, in addition to floating a blimp above Fenway Park's famed Green Monster wall, has advertised during the Super Bowl and been an Olympic sponsor.

But I was very surprised when I learned that it was privately held Monster Cable, not the publicly traded job site, that was forking over the money for the rights. Monster Cable is a well-respected name in the market for audio and video cables.

As for the folks at Monster.com, they were perfectly happy to benefit from Monster Park.

"There are going to be consumers that may associate the park with our brand," Monster.com spokesman Kevin Mullins said. "It is going to give us additional recognition, certainly."

But he said the deal is also a win for Monster Cable and the residents of San Francisco, who will see at least $3 million go to the San Francisco Recreation and Park Department.

"We just view this as a great opportunity for everyone," Mullins said.

So does Monster.com want to chip in any money for San Francisco, since it will be benefiting from Candlestick's name change without spending any spare change?

That would be a no, Mullins said.