SBD/Issue 135/Sponsorships, Advertising & Marketing

Cubs To Introduce A Rotating Advertising Sign For TV

Cubs Single Out Payroll As Reason
For Adding Rotating Signage
The Cubs, “in a move to generate more revenue to pay players,” will introduce a rotating 10-by-3-feet advertising sign behind home plate this season, according to Fred Mitchell of the CHICAGO TRIBUNE. The signage is “mainly for TV” and Cubs VP/Marketing & Broadcasting John McDonough said that it will be “‘almost indiscernible’ to fans at Wrigley Field.” McDonough: “We are the last of 30 teams to (go) into that. And that revenue (roughly $5M annually) is targeted for team payroll.” More McDonough: “If you are in the park, you won’t really notice it. But it is strong visibility for the advertiser. This revenue will be new inventory. In some ways you can say it is subliminal. People will become accustomed to it after a while.” McDonough added, “In a perfect scenario, you would like to keep Wrigley Field as pristine as possible. But it is not economic reality.” Mitchell reports there will be “17 commercial partners advertising behind home plate, rotating each half inning” (CHICAGO TRIBUNE, 4/7). ANC Sports has signed a multi-year deal to install and operate Wrigley’s rotational signage system. ANC recently signed a similar deal with the Nationals.

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Baseball, Chicago Cubs

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