As it heads into the later innings of its integration of TD Ameritrade, Charles Schwab is now rounding the bases in Omaha, Nebraska.

The Westlake, Texas-based firm has taken on the naming rights for TD Ameritrade Park, home of the men's College World Series and the Creighton University Bluejays.

Starting next year, the 24,000 seat stadium will be called Charles Schwab Stadium Omaha. Schwab has locked in its rights for the venue's name through 2029, the company announced last week.

“We are excited and honored to play a role in maintaining the bond the [National Collegiate Athletic Association Division I men’s] College World Series venue has with the great city of Omaha and the more than seven decades of tradition that comes with the event,” said Jonathan Craig, managing director, investor services & marketing at Charles Schwab.

The deal “signifies our continued commitment to the people of Omaha and to baseball fans from across the country who visit the city each year,” Craig said, according to a press release.

TD Ameritrade was founded in Omaha in 1975. Schwab acquired its former rival in October 2020.

The Omaha World-Herald reports that TD Ameritrade bought the naming rights for the baseball park in 2009. At the time, the discount brokerage and custody firm paid $750,000 upfront. The 20-year deal called for a 3% bump each year thereafter. In all, the contract was worth $20,152,782, according to a naming rights agreement between the company and the Metropolitan Entertainment and Convention Authority reported on by the World-Herald.

The stadium’s new white and sky blue signage is styled like the Charles Schwab logo.

Omaha will host the NCAA Division I Men’s College World Series through at least 2036, according to the World-Herald.

Schwab employs about 2,200 in Omaha “with plans for additional growth,” according to the company’s stadium-naming announcement.

The current local headcount is down by about 100 people since the merger, according to the World-Herald.

Between the 2020 deal and the end of July, Schwab had undergone three rounds of layoffs across its sites, culling about 1,200 jobs overall.

The firm has ramped up hiring in certain areas. Earlier this month, Schwab said it planned to hire about 700 tech pros, according to Financial Advisor IQ’s sister publication, Ignites. In September, the firm announced its plan to add 450 workers in Austin, Texas.

The company moved its headquarters from San Francisco to Westlake, Texas at the start of 2021, citing taxes and talent as two major drivers of the decision.