Finding a naming rights partner is the latest major off field achievement for the Miami Marlins as the continue to enhance their brand name throughout South Florida and beyond.

By Joe Frisaro @ManOn2nd

MIAMI — “Home Means Everything,” the tagline of loanDepot, is inscribed on a customized home plate that was displayed at the Miami Marlins naming rights news conference on Wednesday.

These three words also tie in perfectly with the Marlins long-term vision of becoming an integral part of the South Florida community. To become an all-around successful organization, on the field the field and off, the Marlins must continued to improve the connection with their home base.

The Marlins have long had an identity issue connecting with their fanbase. Changing perception takes time, but signs are in place that that organization is turning the corner in that regard.

The new naming rights deal, coupled with last week’s announcement of a new regional television deal with Bally Sports Florida, are two significant accomplishments by the organization before Thursday’s Opening Day.

“They’re foundational pillars for us,” Marlins chief executive officer Derek Jeter said. “These are big deals. They’re important deals for us. We still have got a lot of work to do. We still have a lot of unfinished business here.”

Of course, there is the financial side. The local deal with Bally, per sources, is at least $50 million annually. And a source added the naming rights deal is “just under” $10 million per year.

Miami’s new home is loanDepot park (lower case l, upper case D, lower case p).

These dollar figures alone don’t put the Marlins in the high-rent district of MLB clubs. Still, these deals do move the needle forward for the franchise that has long struggled with generating revenue.

Jeter has stressed that finding a naming rights partner was a goal of the organization from the time current ownership took over after the 2017 season. It was a matter of finding the perfect fit.

This multi-year relationship is ideal for both parties.

loanDepot (lower case l, and upper case D) is an 11-year-old company based on the West Coast. They are a national brand and the Official Mortgage Provider for Major League Baseball. Their brand is expanding, and this opportunity will also expand the Marlins’ brand.

loanDepot CEO Anthony Hsieh says he now will try to spend more time in South Florida, which perhaps could be his home away from home.

“Being a home loan lender, we fund 35,000 home loans a month,” Hsieh said. “Home is everything, especially going through this pandemic. Where 98 percent of even our employees are now working at home. So home does mean everything.”

It’s no coincidence the naming rights deal was announced on the eve of Opening Day. loanDepot park signage was on display Wednesday. It’s everywhere. On the main and auxiliary scoreboards, on the electric boards in the bullpens and ribbon board banners that circle the stadium.

Seeing the loanDepot name displayed everywhere is a sense of pride for Hsieh.

“Significant,” Hsieh said. “I am the oldest son of Chinese immigrants. I came here when I was 8-years-old. English is actually my second language. It has become my first. To see our company realize some of the American Dream that we as immigrants all come here to. To have this company that’s 11-years-old be partners with the Marlins in loanDepot park is significant to all of us. Team loanDepot is very proud of this accomplishment today.”

Attracting fans into the ballpark has been a historical challenge for the Marlins. The task again is difficult due to the pandemic.

loanDepot park will start the season 20 percent fan capacity on Thursday. But Jeter sounded optimistic that numbers will increase over the course of the season, as more people are vaccinated, and COVID-19 is curtailed.

“I think we’re going to have an opportunity to have a full ballpark here at some point, maybe towards the middle of the year,” Jeter said.