The White Sox have learned the hard way, that this is what happens when you sell out.

As of November 1st, US Cellular Field is now named Guaranteed Rate Field.

In August, it was announced that the White Sox sold naming rights of their home for 13 years to Guaranteed Rate. The new name will be in place for 13 years based on a contract signed with the Chicago White Sox.  Guaranteed Rate is a mortgage company.

Not only is the name awkward to say, but the logo for the company prominently features a red arrow pointing down. White Sox fans are not happy.

The White Sox asked if they red arrow portion of the logo could be removed or altered in someway. Officials at Guaranteed rate denied the request, which means White Sox Fans will have to live with the downward pointing red arrow.

Crews began to erect the new signs on Tuesday.