The new year will bring a new name for Omaha’s TD Ameritrade Park.
The home of the College World Series will be renamed Charles Schwab Field Omaha after the Charles Schwab Corp. obtained naming rights to the baseball stadium located in north downtown Omaha, the company announced in a press release Monday.
TD Ameritrade Park will become Charles Schwab Field Omaha. Rebranding costs will be covered by Charles Schwab, according to a MECA spokesperson.
The words “TD Ameritrade Park” have hung on the baseball stadium since its grand opening in 2011. The Omaha-based financial company obtained naming rights to the stadium for 20 years beginning in 2009.
In 2020, TD Ameritrade was acquired by Charles Schwab, transferring the rights to the financial services firm.
TD Ameritrade paid $750,000 for the naming rights in 2009, a cost to increase by 3% each year, for a total of $20,152,782 paid out over the course of 20 years, with the agreement’s expiration in 2029, according to a naming rights agreement between the company and the Metropolitan Entertainment and Convention Authority.
People are also reading…
Charles Schwab’s blue and white lettering will replace the green and white of TD Ameritrade in the coming months.
New signage and branding revealed by the financial services company Monday show that TD Ameritrade’s green and white lettering will be replaced by Charles Schwab’s blue and white in the coming months.
The costs of the rebranding will be covered by Charles Schwab, said Kristyna Engdahl, a MECA spokesperson.
The announcement “signifies our continued commitment to the people of Omaha and to baseball fans from across the country who visit the city each year,” Jonathan Craig, managing director of investor services and marketing at Charles Schwab, said in a press release.
“We are excited and honored to play a role in maintaining the bond the College World Series venue has with the great city of Omaha and the more than seven decades of tradition that comes with the event,” Craig said.
Omaha is contracted to host the NCAA Division I Men’s College World Series through 2036.
Charles Schwab acquired Omaha-based TD Ameritrade for $26 billion in 2020. The announcement of the mega-brokerage merger spurred fears of job losses among the 2,300 people who work at TD Ameritrade’s green-tinted headquarters tower near West Dodge Road and Interstate 680 and surrounding operational facilities.
According to Monday’s press release, there are nearly 2,200 Charles Schwab employees currently based in Omaha with plans for additional growth.
“The company’s focus on developing a talented, diverse workforce while fostering a culture of service within communities such as Omaha, has resulted in the company’s recognition as a top place to work in the major markets that Schwab serves,” the press release said.
Omaha is contracted to host the NCAA Division I Men’s College World Series through 2036. The year was incorrect in an earlier version of the story.
Photos: Our best 2021 College World Series photos
Mississippi State's Rowdey Jordan greets fans after winning a national championship over Vanderbilt at the College World Series on Wednesday.
Mississippi State players run around the field to high-five fans after winning the Mississippi State vs. Vanderbilt College World Series third and final game of the championship series in Omaha on Wednesday. Mississippi State won the championship 9-0.
Mississippi State celebrates with their fans after defeating Vanderbilt during game three of the championship series of the College World Series on Wednesday.
Mississippi State players dog pile after winning the Mississippi State vs. Vanderbilt College World Series third and final game of the championship series in Omaha on Wednesday. Mississippi State won the championship 9-0.
Mississippi State’s Logan Tanner connects for a RBI single against Vanderbilt during a College World Series game on Wednesday.
Mississippi State's Tanner Allen (5) makes a catch for an out in the second inning of the Vanderbilt vs. Mississippi State College World Series second game of the championship series in Omaha on Tuesday.
Kristie Bell, of Savannah, Tenn., cheers on Mississippi State during the Mississippi State vs. Vanderbilt College World Series first game of the championship series in Omaha on Monday. Vanderbilt won the game 8-2.
Mississippi State fans wave to a drone flying over a tailgate before the start of the Vanderbilt vs. Mississippi State College World Series first game of the championship series in the Lot D parking lot outside T. D. Ameritrade Park in Omaha on Monday.
Mississippi State's Brayland Skinner slides into second base as Texas' Trey Faltine jumps to catch a ball meant to tag Skinner during a College World Series game on Saturday.
Texas' Eric Kennedy misses a catch in left field during a College World Series game on Saturday.
Mississippi State's Brayland Skinner makes his way home to score the game winning run against Texas during a College World Series game on Saturday.
Mississippi State's Tanner Allen makes a catch on the warning track against Mississippi State during a College World Series game on Saturday.
A worker removes a raccoon from the ceiling of the press box during the rain of the Texas and Mississippi State during the College World Series on Friday.
Mississippi State's Kamren James collides with the wall while going after a ball in foul territory against Texas during a College World Series game on Friday.
Texas's Ty Madden got the start against Mississippi State during the College World Series on Friday.
Vanderbilt's Javier Vaz (2) is out at second by NC State's Carson Falsken (30), who then throws to first in the NC State vs. Vanderbilt College World Series baseball bracket final game in Omaha on Friday. Vanderbilt won the game 3-1.
NC State's Garrett Payne (36) pitches with the bases loaded in the fourth inning in the NC State vs. Vanderbilt College World Series baseball bracket final game in Omaha on Friday. Vanderbilt won the game 3-1.
Vanderbilt's Javier Vaz steals second base as NC State's Carson Falsken jumps over him and misses the catch to tag him out during a College World Series game on Friday.
NC State coach Elliott Avent wipes his head in the Wolfpack dugout as a College World Series is delayed due to health and safety protocols.
A rainbow over T.D. Ameritrade Park during a weather delay before the start of the Texas vs. Virginia College World Series baseball elimination game in Omaha on Thursday.
Lightning strikes east of TD Ameritrade Park during a rain delay before a College World Series game between Texas and Virginia on Thursday.
Gradyn O'Neill catches raindrops on his tongue during a weather delay before the start of the College World Series game on Thursday, June 24, 2021.
Stanford's Nick Brueser tags out Enrique Bradfield Jr. on first during a College World Series game on Wednesday, June 23, 2021.
Vanderbilt's Isaiah Thomas can't snag this sixth inning double Stanford's Brock Jones Vanderbilt during the College World Series on Wednesday.
Vanderbilt's Christian Little pitches to Stanford's Kody Huff in the first inning during the College World Series on Wednesday.
Texas' Silas Ardoin throws to first base to complete a double play after forcing out Tennessee's Liam Spence during a College World Series game on Tuesday.
Vanderbilt and NC State players line up for the national anthem during a College World Series game on Monday, June 21, 2021.
Vanderbilt's Dominic Keegan comes up short of a pop up in foul territory against NC State during a College World Series game on Monday.
NC State's Sam Highfill tags out Vanderbilt's Javier Vaz during a College World Series game on Monday.
Vanderbilt's Jack Leiter (22) pitches in the Vanderbilt vs. NC State College World Series baseball game in Omaha on Monday.
Tillman Melsheimer, 12, of Gretna, sticks Dippin' Dots to his tongue during the Stanford vs. Arizona elimination game in Omaha on Monday. Stanford won the game 14-5.
Stanford's Brock Jones comes up short of a deep hit ball to centerfield against Arizona during a College World Series game on Monday.
Stanford's Brock Jones dives but comes up short of a ball hit to centerfield by Arizona during a College World Series game on Monday.
Texas fans Kayne Hassler and Brody Hassler sport unique looks before the Longhorns’ game against Mississippi State on Sunday in Omaha.
Mississippi State's Will Bednar started the game against Texas during day two of the College World Series on Sunday.
Virginia's Logan Michaels celebrates with teammates after scoring a home run in the third inning against Tennessee during a College World Series game on Sunday.
Virginia's Alex Tappen slides home to score past a tag from Tennessee's Connor Pavolony during a College World Series game on Sunday.
Virginia's Zack Gelof scores on a single by Max Cotier during a four-run seventh inning against Tennessee during day two of the College World Series on Sunday. Standing behind him is Tennessee catcher Connor Pavolony.
Arizona's Tyler Casagrande can't catch this ball hit by Vanderbilt's Troy LaNeve in the first inning that scored Dominic Keegan during the first game of the College World Series on Saturday.
Stanford's Nick Brueser fouls out to North Carolina State's Austin Murr for the first out int he fifth inning during the first game of the College World Series on Saturday.
jwade@owh.com, 402-444-1067
Jessica Wade
Jessica covers city issues for The World-Herald, including public parks, transportation, Omaha City Council and the Mayor's Office. Follow her on Twitter @Jess_Wade_OWH. Phone: 402-444-1067
