The White Sox and Guaranteed Rate unveiled the logo in a press release on Monday, and it still includes the mortgage firm’s upside-down arrow logo as its centerpiece:
According to Danny Ecker of Crain’s Chicago Business, the White Sox consulted with Guaranteed Rate on replacing their logo with an image of home plate instead of the arrow logo, but that idea was rejected by the company after they signed a 13-year naming rights deal with the team.
“I know that there are fans that don’t like the fact that there’s a downward red arrow on the ballpark, but I have a hard time understanding between our mortgage company’s main logo and how that negatively impacts the team or the fans,” Guaranteed Rate CEO Victor Ciardelli told Ecker. “The whole reason we’re doing this is to build national brand recognition.”
The decision to go with Guaranteed Rate was reached earlier this summer when the team announced that they would be ending their sponsorship agreement with U.S. Cellular. The team will engage with Guaranteed Rate in other sponsorship endeavors, including making the mortgage company the primary sponsor of the annual SoxFest event.