SBD/December 17, 2012/Marketing and Sponsorship

White Sox Ink Deal For Branded Jerseys, Caps At Chicago-Area Youth Baseball Leagues

The White Sox will provide local youth baseball players with "jerseys and caps that are variations of White Sox uniforms, and each youth team's name will include at least the word ‘Sox,'" according to Rex Huppke of the CHICAGO TRIBUNE. The club has created partnerships with Oak Park Youth Baseball & Softball and “similar organizations in Elmhurst, Downers Grove and Elmwood Park" for the upcoming season. Gone are the "uniforms of the Padres and Cardinals -- and even the Cubs -- that adorned Oak Park T-ball players for decades.” Oak Park Youth President Bill Sullivan said that “details of the team names are still being worked out, but he expects some will carry names like ‘White Sox Yellow’ or ‘White Sox Red.’” Sullivan said that he “understands some parents' confusion or frustration with the decision, but he said money the league saves on uniforms will allow it to invest more in everything from field improvement and equipment to scholarships that will offset league fees so more children are able to play.” Sullivan said, "I don't really care if it was the White Sox that approached us or the Cubs, or even if the Colorado Rockies had approached us. It would've been irresponsible of us as a league not to accept this offer.” White Sox Senior VP/Sales & Marketing Brooks Boyer said that the team “recently conducted a study that found youths are receptive to the White Sox brand.” Boyers said, "We scaled really well with kids, and that's a future fan base.” Boyers added of the White Sox-Cubs rivalry, "Some of these league directors will tell us, 'Hey, I'm a Cubs fan,' but what these leagues are looking for is, 'How do I make my league better?' Even the most ardent Cubs fan, if they take a step back, would say this is good for the league and that's all that matters" (CHICAGO TRIBUNE, 12/16).
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