Kaseya’s purchase of the naming rights to the stadium that is home to the Miami Heat basketball team came with a $117 million price tag, applause from some Kaseya MSPs and criticism from Datto’s founder.

The deal, disclosed April 4, will also see Kaseya contribute millions of dollars to stop gun violence in the Miami area where the company is based.

The company’s move to dub the building Kaseya Center has largely been a publicity win, with numerous local newspapers, TV stations and sports blogs running pieces that aim to answer the question, “What is Kaseya?” for a non-tech audience. The MSP operations company, which sells more than 30 products to thousands of solution providers, isn’t well-known outside the channel.

The naming rights win vaults Kaseya into the same ether as household names such as Philips, TD Bank, Barclays, Spectrum, United Airlines, Quicken Loans, Pepsi and Oracle, all of which, like Kaseya, have paid for sponsorships of NBA stadiums.

The deal also gives Kaseya a chance to play hometown hero after the previous rights-holder, FTX Trading, declared bankruptcy. That left Miami-Dade County officials with no sponsor to cover millions of dollars in obligations to the Miami Heat as well as social programs that needed funding.

Many social programs in Miami-Dade County will benefit from Kaseya’s largesse since 70 percent of the naming-rights cash, some $83.2 million, will go fund the Anti-Gun Violence and Prosperity Initiatives Trust Fund.

Kaseya CEO Fred Voccola said the deal helps the company’s thousands of MSPs through increased marketing exposure.

“We knew this partnership would also benefit our customers,” Voccola said in an interview with sports blog Hot Hot Hoops. “Our customers are the driving factor in the decisions we make at Kaseya. This news brings both Kaseya and our customers national brand recognition.”

Voccola credited Kaseya’s chief marketing officer Michael Sanders with the idea, according to the interview.

“Once we realized it was possible, it was clearly an opportunity we couldn’t pass up,” Voccola said.

Kaseya executives were unavailable for comment, according to a company spokesperson.

Several MSPs applauded the move, praising Voccola’s savvy for taking steps to amp up the company’s brand recognition.

Michael Goldstein, CEO of LAN Infotech, a Ft. Lauderdale, Fla.-based solution provider, told CRN that it is a branding coup for Voccola and “puts Kaseya a little bigger on the non-MSP map.”

“I view it as adding further to the [MSP] community,” he said. “I applaud it. I look at it as a cool thing that’s out there. It couldn’t be a better advertising piece and great naming exposure.”

But not everyone is a fan of the deal. One notable critic is Datto founder and former CEO Austin McChord, who questioned the value to Kaseya’s MSP customers.

“There is no world in which there ever would have been a Datto Stadium. That just doesn’t help MSPs,” he said in a social media post.

Kaseya, which is largely backed by the venture capital firms Insight Partners and TPG, bought Datto last year for $6.2 billion, taking the company private.

Click through the slideshow to read five of the most important things to know about the Kaseya Center naming rights deal.