"For a hundred kesitah": Rabbi Akiva said, When I went to Africa they would call a maah a kesitah. From where do we learn that the Holy One, blessed be He, called Jacob El? As it says, "And he set up there an altar and called it El, God of Israel" (Genesis 33:20). If it should enter your mind that Jacob called the altar El, it should have said, And Jacob called it El. Rather, who called him El? The God of Israel.
Who Called Jacob El, It Was God Himself
Yalkut Shimoni on Torah 133:30
בְּמֵאָה קְשִׂיטָה, אָמַר רַבִּי עֲקִיבָא כְּשֶׁהָלַכְתִּי לְאַפְרִיקָא הָיוּ קוֹרִין לַמָּעָה קְשִׂיטָה. מִנַּיִן שֶׁקָּרָא הַקָּדוֹשׁ בָּרוּךְ הוּא לְיַעֲקֹב אֵל, שֶׁנֶּאֱמַר וַיַּצֶּב שָׁם מִזְבֵּחַ וַיִּקְרָא לוֹ אֵל אֱלֹהֵי יִשְׂרָאֵל. אִי סַלְקָא דַּעְתָּךְ לַמִּזְבֵּחַ קָרָא לֵיהּ יַעֲקֹב אֵל, וַיִּקְרָא לוֹ יַעֲקֹב אֵל מִבָּעֵי(ה) לֵיהּ, אֶלָּא מִי קְרָאוֹ אֵל, אֱלֹהֵי יִשְׂרָאֵל.