It's a sign so big, you simply can't miss it.
If you've driven down Lambton Road over the last few days, you may've already caught a glimpse.
And now, it's official. The home of the nib Newcastle Knights has a new name.
Unveiled via the cutting of a ceremonial ribbon early on Wednesday morning, the facility called home by the elite men and women of rugby league in the region is now the Newcastle Permanent Centre of Excellence.
"It's a special day for us," CEO Philip Gardner said.
"The relationship between the Knights and the Perm goes back a long way, all the way back to 1988.
"What they've done for us here at the Knights, is they're helping us with our home. This is the Knights' home.
"We are so happy that the Newcastle Permanent Building Society have empowered us to get there. We couldn't be happier for them to have the naming rights to our house."
'This is our home'