Cisco will pay $120 million over 30 years to the Oakland A’s to sponsor a new stadium for the American League baseball franchise. And the stadium will be built on land Cisco sold the A’s. But Cisco management sees the ballpark as more than an advertising opportunity.

The networking giant, which maintains a campus in Research Triangle Park, N.C., also will use the stadium as a technology showcase.

“What’s in it for Cisco is that this could be the next inflection point for literally how you load networks,” Cisco Chief Executive Officer John Chambers told The Associated Press. “This, to me, is not only tremendously exciting – making a difference, having the A’s stay in our community – but it also really is the future of sports and the future of how technology will be enabled for the fan experience, for the benefit of the revenues and for the benefit of the community.”