SBD/Issue 155/Sponsorships, Advertising & Marketing
BP Title Sponsoring New Cubs-White Sox Crosstown Cup Series
Published April 26, 2010
The Cubs and White Sox have struck a three-year deal with energy brand BP to create a new Crosstown Cup for the winner of the clubs' annual six-game interleague series. The pact, announced today at Chicago's Millennium Park, will formalize what had already been a vigorous rivalry between the teams known as the Crosstown Series. Financial terms were not disclosed, but BP will gain a variety of offline and online assets, including presenting sponsor designation for what will be called the BP Crosstown Cup, and will become a sponsor of both clubs with activation beyond just this event. If the clubs split the season series this year, set for June 11-13 at Wrigley Field and June 24-27 at U.S. Cellular Field, then the winner of the final game will win the Cup. In future years, it will function similar to the Ryder Cup in which it must be won outright to take from the defending champion. "This is such an intense and heated rivalry, it's a great step forward for us and something we absolutely should be doing," said White Sox VP & CMO Brooks Boyer. "And to bring in a partner like BP, it's just a natural fit." BP will also support an instant-win Crosstown Cup-themed promotion at more than 350 of its Chicago-area gas stations with prizes including invitations to throw out a first pitch at a Cubs or White Sox home game and more than $60,000 in BP gift cards.