The Rams naming rights for their new Inglewood, Calif., football stadium sit at the foot of telecommunications monster AT&T.

Street & Smith’s SportsBusiness Journal (h/t Atlanta Business Chronicle) is reporting that the Rams have presented a deal to AT&T, which already owns rights to the San Antonio Spurs arena, the colossus that is the Dallas Cowboys stadium and the San Francisco Giants baseball stadium.

The Rams naming rights price is a cool $30 million per year with a minimum of a 20-year agreement, SportsBusiness Journal adds. The franchise has offered the deal to AT&T and is awaiting a response.

The question of why AT&T would need another NFL naming-rights deal is a good one. Certainly it speaks to both the margins and competitiveness within the cellular service industry. We’re also told that L.A. is a priority market for the telecommunications giant. AT&T already has a top-level sponsorship at the new Mercedes-Benz Stadium in Atlanta. ‘Maybe they’ll call it DirecTV Stadium,’ quipped Rob Yowell, founder of Gemini Sports Group, Phoenix, referring to the 2015 acquisition that made AT&T the nation’s largest pay-TV provider.

Tim McGhee, CSE senior vice president and the former executive director of sponsorships at AT&T, told SportsBusiness Journal that much of AT&T’s entertainment group, based out of Atlanta, is relocating to either Dallas or El Segundo, Calif., which is in Los Angeles County.

“Like so many big tech brands, they [AT&T] want to be a content company above all else,” McGhee said, according to SportsBusiness Journal.

The Inglewood stadium, currently called “Los Angeles Stadium at Hollywood Park,” is a 300-acre facility that will be home to both the Rams and Los Angeles Chargers beginning in 2019. It is scheduled to host Super Bowl LV in 2021.

Securing Rams naming rights would help AT&T break into the West Coast market, though it might be confusing to fans trying to differentiate the Cowboys’ AT&T Stadium.