The University of California has sold naming rights to its field to video game maker Kabam for a reported $18 million over 15 years, according to the New York Times.
Starting in 2014, the field will be named Kabam Field, in a first-of-its-kind deal by the University.
Kabam will get its name on two 25-yard lines, and signage on the 50-yard line.
The makers of "Kingdoms of Camelot" and "The Hobbit: Armies of the Third Age" will also establish a scholarship program, library donations, internships, executive exchanges and an "innovation lab" for developing projects, and an interactive gaming zone at the stadium.
Kevin Chou, Kabam's co-founder and chief executive, is a Cal alumnus, as are two of the other four co-founders.
Kabam is one of the leaders in free-to-play games, and was valued at $700 million in June. The company is expected to make an initial public offering in 2014 or later.
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