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Signs arrive at Lithia & Driveway Fields

Andy Atkinson / Mail Tribune New signs were installed last month at Lithia & Driveway Fields in Medford as part of a five-year naming rights deal worth $725,000.

Medford’s 132-acre sports park has new signs to go along with its new name.

Signs were installed at Lithia & Driveway Fields in March as part of a five-year, $725,000 agreement the city made with Lithia Motors last fall for rights to the name of 15-field sports park known until the end of last year as U.S. Cellular Community Park, according to city of Medford spokeswoman Kristina Wilson.

Medford City Council approved Lithia’s rights to the name Oct. 7, authorizing a five-year agreement that included $95,000 per year from Lithia to cover “ongoing turf replacement efforts” at the park that opened in 2009, according to council meeting minutes and a press release about the partnership the city of Medford issued in late September.

Other terms of the agreement include $50,000 per year worth of “in-kind support” from Lithia’s advertising and marketing departments for improvements to the park’s signage and to “enhance the park’s identity as a regional sports destination.”

Signs have been installed along South Pacific Highway and Lowry Lane. Lithia worked with the city to develop a new logo for the park.

The company will also update a sign visible from Interstate 5, according to the agreement. As of Friday, only the U.S. Cellular logo had been removed from the sign, with “Community Park” remaining.