New Wrigley Signboards Not Likely To Face Landmark Review

Cubs Erect Signboards To Block Nearby Billboard Ad From Horseshoe Casino

If the Cubs "decide to place advertising signage on the large green boards erected in the Wrigley Field bleachers, as expected, it's unlikely to be subjected to landmark review," according to Paul Sullivan of the CHICAGO TRIBUNE. The Cubs last week "attached two green plywood boards to the chain-link fence at the back of the left-field bleachers," thus blocking the view of the Horseshoe Casino advertisement just outside the ballpark in TV shots. Chicago-based Landmark Illinois President Jim Peters said, "We looked at the landmark ordinance and don't think it would be covered." While there currently are no ads on the signboards, the "decision to put up the boards now signals a new willingness by the Cubs to fight against what the organization believes is poaching of its brand." Cubs Exec VP and Chief Sales & Marketing Officer Wally Hayward yesterday said, "We need to look at our corporate partners and protect the value of our brand as an organization." Hayward referred to the outfield area as the "Bud Light Bleachers," which Sullivan notes is an "indication a beer company ad may be placed in the designated spot." The signboard would be the "first ad on an outfield fence at Wrigley Field and would not impede the view of the Cubs' rooftop partners" (CHICAGO TRIBUNE, 11/24). In Chicago, Maureen O'Donnell notes Horseshoe reportedly is paying $1.2M over two years for the billboard to Chicago club owner Tom Gramatis, who owns one of the rooftop properties adjacent to Wrigley. Cubs Dir of Media Relations Peter Chase said, "Given our partnerships and agreements with the other rooftops, that particular location in the bleachers would work. ... It's important that we protect our brand in the marketplace and protect the value for our corporate partners." Gramatis' rooftop "doesn't have an agreement with the Cubs, and Horseshoe Casino is not a sponsor of the team." O'Donnell notes the Cubs "didn't block the sign in past years when it was used to advertise Budweiser -- but Bud is a sponsor of the team" (CHICAGO SUN-TIMES, 11/24).

IN WITH THE WIND: Hayward, who officially joined the Cubs organization yesterday, said he accepted the position because "there's a huge opportunity here." Hayward: "The vision and plan with what we can do for Wrigley Field, the Triangle Building, the new spring training facility, and the chance to go beyond just the Cubs and baseball to create a leading sports and entertainment company." Hayward added, "Everyone knows Wrigley Field's age, but there are definitely some things we can do to integrate sponsors' products and services into the fabric of the ballpark. ... We're going to make sure we keep it pure, but we will add elements that strategically make sense and add value for the club" (CHICAGOBUSINESS.com, 11/23).