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Monday, April 8, 2019

Quicken Loans Arena to Re-brand as 'Rocket Mortgage Fieldhouse'

Posted By on Mon, Apr 8, 2019 at 8:39 PM

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  • Gensler Sports
To coincide with a publicly subsidized exterior upgrade and major square-footage expansion, the Quicken Loans Arena will be renamed the Rocket Mortgage Fieldhouse, according to multiple unnamed sources and breaking media reports.

Cavs owner Dan Gilbert, president Len Komoroski, Quicken Loans CEO Jay Farner, Cavs GM Koby Altman, County Executive Armond Budish and Mayor Frank Jackson will assemble tomorrow afternoon to make the announcement.

The NBA will now have a team called the Rockets playing in the "Toyota Center" and a team called the Cavaliers playing in the "Rocket Mortgage Fieldhouse."

This is also the first instance (among the four major professional sports) of an arena being named for a company's product, not the company itself. It's Heinz Field, in Pittsburgh, not Mayochup Field. It's the Mercedez-Benz Superdome, in New Orleans, not the C-Class Superdome. The prevalence of Rocket Mortgage commercials, however, and now the arena re-brand, suggest that Quicken might be considering adopting the Rocket name for the company as a whole. 

The decision to change the arena's name looks to have occurred only within the past month. In March, new "QUICKEN" lettering was being installed on the E. 6th side of the renovated exterior, but was taken down within a few weeks.

The Rocket Mortgage Fieldhouse is an extremely bad and embarrassing name for the facility — which leaders never cease to remind us is publicly owned —  but sadly par for the course. It's got a nice trochaic lilt, though, that makes it better than the likes of the Chicago White Sox' Guaranteed Rate Field or the Arizona Cardinals' extremely confusing University of Phoenix Stadium.

Here's the essential Q Deal reading list.

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