Quicken Loans launched Rocket Mortgage in November 2015, invested billions since then building the Rocket brand name, unseated Wells Fargo a year ago as America’s top shopping mortgage lender, redid the Rocket brand this current year, and rolled up all customer finance divisions associated with the company into Rocket-named brands.

The $185 million remodeling of Cleveland Cavaliers arena—known as Quicken Loans Arena until now—will launch with Rocket branding so it’s no surprise.

The newest name is Rocket Mortgage Fieldhome, and also this would probably bring Quicken Loan’s branding journey back to where it started.