It’s Guaranteed Rate Field now

Just one day before a seemingly silent transition could have occurred from one ill-fitting stadium sponsor to another, the universe–or Crain’s Danny Ecker–gave us one more delightful wrinkle. “A commitment to branding is why the signs going up this week around the 25-year-old stadium look virtually the same as the company’s logo, except for the word ‘field’ […]


A guaranteed missed opportunity

As you’ve likely seen by now, the White Sox announced a long-term deal to rename their stadium to Guaranteed Rate Field, with the 13-year agreement going into effect November 1. From a strictly dollars and cents perspective, the news is somewhere between neutral and good; from a more important perspective, it’s an example of this […]