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White Sox Mocked Online For New Naming-Rights Deal With Mortgage Lender Guaranteed Rate
The White Sox yesterday announced a 13-year naming-rights agreement with mortgage lender Guaranteed Rate, which will see the ballpark "undergo a name change Nov. 1 from U.S. Cellular Field to Guaranteed Rate Field," according to a front-page piece by Chris Kuc of the CHICAGO TRIBUNE. Sprint "bought U.S. Cellular's spectrum in Chicago" in '13, and White Sox Senior VP/Sales & Marketing Brooks Boyer noted that the team "approached U.S. Cellular to end the deal early and find a new stadium sponsor." Guaranteed Rate was founded in '00 and is "one of the largest home lenders" in the U.S. While the sides "would not disclose the financial terms of the agreement, it includes broad marketing opportunities, both inside the stadium and through external media." Guaranteed Rate VP/Marketing Lynette Grinter: "There's significant in-stadium signage, behind-home-plate signage and merchandising. There's a lot of PR and community outreach opportunities and digital advertising." Kuc notes Guaranteed Rate has recently "beefed up its marketing budget with a national TV campaign and ads behind home plate" at 10 MLB ballparks. News of the name change "triggered immediate bemusement on social media with the hashtag #BetterSoxStadiumNames trending in Chicago" ( <a href="http://www.chicagotribune.com/sports/baseball/whitesox/ct-white-sox-stadium-guaranteed-rate-20160824-story.html" target="_blank">CHICAGO TRIBUNE, 8/25</a> ). Boyer said the White Sox hoped to find a business with local roots and "put out some feelers." Boyer added that one of his first calls was "placed to Guaranteed Rate and it immediately felt like a good fit" ( <a href="http://www.csnchicago.com/chicago-white-sox/us-cellular-field-become-guaranteed-rate-field-after-2016-season" target="_blank">CSNCHICAGO.com, 8/24</a> ).
