As we head into the home stretch of the baseball season, a lot of attention will be focused on Chicago. The Cubs are looking very non-Cubs like as they continue to dominate the NL Central on their way to what could be an exciting playoff run.
In the meantime, it’s a tale of two Chicago teams. On the south side, the hapless White Sox are wrapping up a miserable season. It started out strong – in April, the team had the best record in baseball. By the All-Star break, it was virtually over. So the crowds are dwindling as the ChiSox finish out the season. And as is usually the case in Chicago, the city is totally captivated by the Cubbies.
But to make matters worse, the White Sox are now in the process of messing with one of their primary assets – their stadium, and specifically, its name. And it’s not the first time. For decades, it was known as legendary Comiskey Park. But back in 1991, management cut a deal to rename the place U.S. Cellular Field – or The Cell. Despite the generic sponsor and the fact U.S. Cellular no longer services Chicago, The Cell has proved to be somewhat catchy. No, it’s not Wrigley Field, but at least it had a distinct nickname.
Until now.
That’s because a new naming rights deal was recently announced that starts later this fall. That’s when The Cell will become (wait for it….)
Guaranteed Rate Field.
Rolls right off the tongue, right?
From the outside, it looks like the sales department is running a bit amok. In fact, Chicago Sun-Times writer, Rick Morrissey, wondered whether the name “Year End Clearance Sales Stadium” was already taken. Many Chicagoans see this sponsorship money grab as yet another White Sox fail. Ironically, the new logo shows a down arrow, perhaps an omen about the team’s direction.
Yes, there’s a lot of green riding on this new 13-year agreement. But you have to wonder at what point an awkward naming rights debacle like this leads to more brand erosion and all-out ridicule. As if the White Sox don’t have enough going against them, this new stadium name is just lame. Even a scoreboard that shoots off fireworks can’t redeem it. It’s not even worthy of a “Disco Demolition.”
Sox manager Robin Ventura knows a bad name when he hears it, but he’s hopeful this obvious bow to the almighty dollar mess can be salvaged. And like any good programmer, he told the Chicago Tribune, “We’ll come up with something.”
As many programmers have learned over the years, just because a rep makes the sales doesn’t mean it’s a good deal for the station. Your advertisers deliver more than their messages to your audience. Their very presence and the degree to which your station accepts ads make a 
statement about your brand and the respect you have for your customers.
In this case, the message is clear: If there’s enough money on the table, we’ll call it anything we want. Get used to it.
Is this the worst name ever for a stadium? CBS MarketWatch suggests Guaranteed Rate Field has infamous naming competition. They point out Sacramento’s Sleep Train Arena send a not-so-good message about how the Kings approach NBA basketball. And they point out that the new name for the Detroit Red Wings home in 2017 – Little Caesars Arena – couldn’t last even a couple rounds with Joe Louis Arena.
Ironically, Guaranteed Rate Field goes into effect on November 1st which could possibly be Game 5 of the World Series featuring the Cubs versus the American League champs.
It would be so apropos if on the day Guaranteed Rate Field is dedicated, all eyes are focused on Wrigleyville, as Chicagoans anxiously watch their Cubs try to make history. Given this bad attempt at cashing in on their brand, maybe that’s the way the White Sox really want it.
Holy cow!
Thanks to David Gariano who knows a bad branding story when he sees one.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Every Company Is A Tech Company - January 14, 2025
- The Changing Face Of Social Media (OR WTZ?!) - January 13, 2025
- Traveling At The Speed of CES - January 10, 2025
The day will come when naming rights to the teams themselves will be for sale. I can hear it now: “The GEICO Giants.” “The Red Roof Inn Reds.” “The Dollar Shave Club Dodgers.”
How about the La-Z-Boy Lions? Not much of a stretch, I’m afraid. Thanks for the scary thought, Nick.
Loved the lunacy of this, Fred. Great topic for our Talk show. My favorite tweet from @whatjedsaid: “Guaranteed Seats Field.”
Glad the blog sometimes works as prep! Thanks, Dave.
It’s still not as bad as the “O Dot C-O Coliseum”.
I’m trying to get on the NASCAR website right now to order my tickets for next year’s “H-T-T-P Colon Slash Slash Double-U Double-U Double-U Dot Find Your Best Rate Online Dot Com Slash Promo Code Seven Seven Five Three Two” 500. Or “The Big H-T”, for short.
As they say, Oy! Thanks for the reminder the White Sox don’t have the market corner on bad stadium names.
Good one- Petco Park another favorite…always reminds me of the original Rollerball, where everything was corporate and – oh, wait…that involved serious mayhem….couldn’t apply to radio….
There have been some lame ones! Thanks, Tom.
And then there was the Jobbing.com Arena outside Phoenix, which gave way to the Gila River Arena. As a longsuffering White Sox fan, I can point to the 2005 World Championship a rare bright spot. Fred, I am sure you also feel decades of pain with the Tigers.
Gary, the Tigers have had their moment – alas, too few and far between.
In many ways I respect White Sox fans more than I do Cubs diehards who always consider themselves to be “long-suffering.” The White Sox have lived in the shadow of Wrigley for a long time, despite having some pretty fine teams over the years.
Thanks for chiming in.
Any bets on how long before the field is called “The GRF”? (Griff)
I remember when the Philadelphia Eagles new home was branded as Lincoln Financial Field. The people at Lincoln were prepared for a nickname to quickly replace the sponsored full name they so dearly paid for and so in their press releases they wrote “Don’t call it ‘The Link.'”
And what did it quickly become known as – and still is today? The Link.
Play ball at The Griff. (Give it time, it will grow on you.)
Well, The Griff has a nice ring to it. The ChiSox could use your branding talents, Dick. Thanks for the comment.
I should point out that most Sox fans, at least the die hards, never called it US Cellular or “the cell”, much like no lifelong Chicagoan calls the Sears tower Willis. We still call it Comiskey Park or Sox Park.
Additionally, a correction: it was Comiskey Park until 1991, when the new park opened it was “new” Comiskey Park until 2003 when it became US Cellular field.
Mike, thanks for the perspective from a loyal Sox fan. And hope today’s post didn’t rock your baseball sensibilities. Appreciate you taking the time.
Depends Field, no party poopers here..Viagra Field ..we knock it out of the park EVERY TIME!
Patty, where were you when they were renaming Comiskey? Thanks for chiming in!